ICEA signs MoU with boAt as “The Industry partner”

for the Centre of Excellence on Li-Ion based products


New Delhi : India Cellular & Electronics Association (ICEA) has signed the memorandum of understanding (MoU) with boAt as the “Industry Partner” for the Centre of Excellence based on Li-ion products (Post Cell) at CDAC, Noida. This will improve the competitiveness and growth of the electronics industry by actively working with key stakeholders (including the Central and State governments) to create a robust electronics industry with global acclaim and create an innovative market environment for the country.

National Policy on Electronics 2019 (NPE 2019) has prioritized the electronics hardware manufacturing sector, one of the important pillars of both the “Make in India” and “Digital India” programs of the Government of India.

The total electronics manufacturing envisioning 2025-26 is US$ 300 billion and mobile handset manufacturing has been given a target of US$ 180 billion, out of which US$ 55 billion is for exports and US$ 125 Billion for domestic market consumption.

At a generic level for the long-term success of Indian electronics manufacturing, research and innovation, design centers need to be based in India. Both the electronic components and design ecosystem must be built together as one cannot exist without the other. 

ICEA signs MoU with boAT

“Currently, due to a lack of design capabilities, India is losing valuable foreign exchange to International design hubs in other countries and in turn, it perpetuates imports too. This CoE is expected to further add an additional 40-50k Cr. to the Indian economy by 2025. Analyzing the above and to make India self-reliant in the Lithium-Ion battery products segment, a Centre of Excellence (CoE) for Mobile Add on products (Bluetooth Speaker, Power Bank, Power Adaptors, and related portfolio etc. based on Li-ion power) was proposed by ICEA, which is set-up and functional at CDAC Noida, in collaboration with MeitY and UP Government”, said Mr. Pankaj Mohindroo, Chairman ICEA.

“This CoE aims to set up a design hub for MSMEs and other Indian mobile handset and accessories eco-system products. We aim to establish an MSME cluster and promote sustainable employment growth by enhancing the industry’s design and R&D capabilities,” added Mr Ramashish Ray, CEO, Centre of Excellence.

This CoE is proposed for 3 years, which will achieve self-sustainability within the project duration.  In this CoE, products (including the Neckband, Bluetooth speakers, Power banks, Power Adapters etc.) would be designed by the boAt and other industry R&D partners.

boAt shall collaborate with ecosystem partners, EMS partners, vendors, components suppliers, and distributors in India to design, to develop, as well as test the mentioned products.

“The Indian electronics industry is currently highly dependent on the import of technology and core components such as chips and processors. boAt aims to achieve self-reliance in product innovation and hence reduce the dependency on the import of various products. Through the Centre of Excellence partnership, boAt will provide technical and product mentoring as well as expert advice on products based on Li-ion cells. This will be a small, yet significant step in nurturing future national champions aligning with Hon PM’s vision to a reduced foreign exchange outgo and employment generation in India”, said Sameer Mehta, Co-Founder and Chief Product Officer at Imagine Marketing Limited (Parent company of boAt).

“boAt being an Indian company as well as India’s largest Hearable and Wearable brand with our incredible product know-how and an experienced Research and Development (R&D) team called boAt Labs, shall mentor the Indian electronics start-ups at the CoE, by advising on embedded product design, hardware schematic design, PCB design, Embedded software design and development”, said Mr. Naveen M, Head of R&D, boAt.

ICEA shall ensure the support and participation of component and sub-assembly manufacturers in the CoE without whose support, the development of products shall not be complete.

The CoE is established for the benefit of the industry, a facility inculcated to offer the design and development of Mobile add-on products and provide testing and consultancy services – for the growth and development of the industry (including MSMEs) in Uttar Pradesh and other states in India.

About ICEA

ICEA is the apex industry body for the mobile and electronics industry comprising manufacturers, brand owners, technology providers, VAS application & solution providers, distributors, and retail chains of mobile handsets and electronics. ICEA is committed to carrying forward its vision of building Indian manufacturing and design in verticals other than mobile handsets while consolidating the gains made in the mobile handset and components industry. ICEA is fully devoted towards improving the competitiveness and growth of the industry by diligently working with the ministries of the Government for creating a robust, legal, and ethical electronics industry, thereby creating an innovative market environment in the country.

About Imagine Marketing Limited (Parent company of boAt):

Established in 2013 by Aman Gupta & Sameer Mehta, Imagine Marketing Ltd. offers a product portfolio ranging from audio gear, smart wearables, personal grooming, mobile accessories, and much more. Under the Imagine umbrella, boAt came to life and was able to disrupt the industry to become the #1 wearable brand in the country. boAt’s portfolio offers well-designed, innovative, and distinctive fashionable lifestyle-oriented products at attractive price points targeted at a young and widely addressable audience within India. Furthermore, with a massive cultural shift towards DIY post covid, Imagine Marketing Ltd. forayed into personal care appliances and introduced MISFIT, a self-care and grooming brand with the motto ‘Never Fit In’, the brand is aimed at addressing gender stigma through a colourful brand vision and bold conversations. In 2020, Imagine Marketing also acquired RedGear, a gaming accessory brand that deals in gaming keyboards, mice, gamepads, and headphones. RedGear aims to bring gaming to the masses and support the ones who wish to turn their passion into their profession. Imagine Marketing has associated itself with global names such as Qualcomm and Dolby to innovate their products and is backed by Warburg Pincus, a global private equity fund, Malabar Investments and Fireside Ventures. The company currently has offices across Delhi, Mumbai & Bengaluru.