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Resilience is in the DNA
UTSAV MALHOTRA
2022
“Everyone has a plan
till you get punched in the face
Noise was the first mover,
had the largest market share
“
“First one through the gates
always gets bloodied
Murphy’s Law is for real, so is inertia
• Things will go wrong – just because they can
• Profits keep the business going, not spread sheets
• Always account for variable change
• Are you are in a niche that has 100 other brands ?
• Are you alone but the business does not have legs ?
• And time is the biggest variable to account for
The beauty of inertia is that it
takes one move to turn the tide
“Fools dare where angels fear
The forbidden fruits : tempting shortcuts
• Revenue vs Costs | Profits vs Valuation
• Competition vs Competency
• Own vs Outsourced
• Wide vs Deep
• Today vs Tomorrow
You need to win small battles to win
the war – also celebrate those wins
We worked on building our fundamentals
28%
Market share by units sold
2.1Mn+
Weekly Active Users
25%
Digital business
from own website
100%
Products designed in India
Nearly a third manufactured in India
“You make the best film
when everyone makes the same film
The Leader’s Role
• Making the team believe in the same purpose
• Ensuring that the vision is not lost in translation
• It’s a team sport and you are the Quarterback
• Compassion over passion
Sugar vs Fat
How to brim and when to trim ?
• Give yourself the benefit : meet as many people you can
• Always hire for value match and look for intent
• You need people who can multi-hat, look beyond the ordinary
• Horses for courses
• You will evolve and so will the business
“Beating the Goliath
only takes one strike
Always follow the 5Ps
•Purpose
•Passion
•People
•Prudence
•Perseverance
Just listen to the noise within
India’s No1 Smartwatch Brand
*IDC 2021 Release
SEVEN TIMES IN A ROW
India’s No2 TWS Brand
*IDC 4Q21 Release
CLAWING BACK TO LEADERSHIP
App ranking on play store
*IDC 4Q21 Release
Rated 4.3
World’s No3 Basic Smartwatch Brand
*Counterpoint Research
GLOBAL DOMINATION – FIRST EVER
Lets summarise
• Know your DNA
• Build on your competencies
• Muscle up
• Prepare to take a few blows
• Land the punches
• Regret, after the bout if you must
• Resilience is in the DNA
“You never lose until
you actually give up
Noise is today India’s largest
bootstrapped D2C business.
UTSAV MALHOTRA | utsav.malhotra@nexxbase.com | gonoise.com
EngageMint 2022: Resilience As a Culture

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EngageMint 2022: Resilience As a Culture

  • 1. Resilience is in the DNA UTSAV MALHOTRA 2022
  • 2. “Everyone has a plan till you get punched in the face
  • 3. Noise was the first mover, had the largest market share “
  • 4. “First one through the gates always gets bloodied
  • 5. Murphy’s Law is for real, so is inertia • Things will go wrong – just because they can • Profits keep the business going, not spread sheets • Always account for variable change • Are you are in a niche that has 100 other brands ? • Are you alone but the business does not have legs ? • And time is the biggest variable to account for
  • 6. The beauty of inertia is that it takes one move to turn the tide
  • 7. “Fools dare where angels fear
  • 8. The forbidden fruits : tempting shortcuts • Revenue vs Costs | Profits vs Valuation • Competition vs Competency • Own vs Outsourced • Wide vs Deep • Today vs Tomorrow
  • 9. You need to win small battles to win the war – also celebrate those wins
  • 10. We worked on building our fundamentals 28% Market share by units sold 2.1Mn+ Weekly Active Users 25% Digital business from own website 100% Products designed in India Nearly a third manufactured in India
  • 11. “You make the best film when everyone makes the same film
  • 12. The Leader’s Role • Making the team believe in the same purpose • Ensuring that the vision is not lost in translation • It’s a team sport and you are the Quarterback • Compassion over passion
  • 14. How to brim and when to trim ? • Give yourself the benefit : meet as many people you can • Always hire for value match and look for intent • You need people who can multi-hat, look beyond the ordinary • Horses for courses • You will evolve and so will the business
  • 15. “Beating the Goliath only takes one strike
  • 16. Always follow the 5Ps •Purpose •Passion •People •Prudence •Perseverance
  • 17. Just listen to the noise within
  • 18. India’s No1 Smartwatch Brand *IDC 2021 Release SEVEN TIMES IN A ROW
  • 19. India’s No2 TWS Brand *IDC 4Q21 Release CLAWING BACK TO LEADERSHIP
  • 20. App ranking on play store *IDC 4Q21 Release Rated 4.3
  • 21. World’s No3 Basic Smartwatch Brand *Counterpoint Research GLOBAL DOMINATION – FIRST EVER
  • 22. Lets summarise • Know your DNA • Build on your competencies • Muscle up • Prepare to take a few blows • Land the punches • Regret, after the bout if you must • Resilience is in the DNA
  • 23. “You never lose until you actually give up
  • 24. Noise is today India’s largest bootstrapped D2C business. UTSAV MALHOTRA | utsav.malhotra@nexxbase.com | gonoise.com

Editor's Notes

  1. Ken Norton became an overnight sensation
  2. We are a product of our conditioning and spaced repetition Every single piece of communication – every reminder talks about No1
  3. Know your DNA : take the battle to your playing field : wearables Build on your core : we let go of everything Muscle up : Keep building for Y+N ( always think ahead of your competition) : 9 industry first launches Prepare to take blows : Listen to the customer Land the punches : Decibel level of each launch from 20L to 23Cr Regret after the fight : we have had people tell us – we stand tall and continue to innovate : yesterday we launched and sold, we continue to hire, we continue to grow