Imagine Marketing Private Limited, the parent company of India earwear brand boAt, announced Monday the acquisition of KaHa Pte Limited, a Singapore-based end-to-end SMART Internet of Things (IoT) product development company.

KaHa said in a statement that the acquisition will enable Imagine Marketing to augment its wearable product offerings in terms of the concept, design, electronic firmware, algorithm development, Android/ iOS applications, new feature integration, social engagement and analytics, and lead the way by creating a vibrant eco-system for the Indian consumer.

This acquisition will allow Imagine Marketing to scale up its smart and holistic wellness wearables ecosystem, and further innovate to come up with functional features with the Indian consumer in mind, it added.

Imagine Marketing Co-Founder and Chief Product Officer Sameer Mehta said that the group is passionate about providing a compelling value proposition to its wide audience of digital-savvy young, aspirational consumers by offering a portfolio of well-designed and distinctive lifestyle-oriented products, indigenized and offered at attractive prices.

“With chronic lifestyle diseases on a rise, we are seeing greater awareness and adoption of digital connected devices consumers that enable consumers to better track their habits and adopt healthier lifestyles. By leveraging KaHa’s capabilities, we will be able to create a powerful smart wearables ecosystem with powerful functionality at affordable prices that truly benefit the consumers,” he said.

Founded in 2015, KaHa has capabilities in developing products in the IoT space and has a technology-focused platform for wearables through patented artificial intelligence (AI) and machine learning (ML) capabilities, end-to-end smart wearable solutions (hardware and software), and data-driven smart IoT platforms, providing solutions and analyses for multiple use cases. It has its operations across Singapore, India and China.

With over 30 patents and over 90 dedicated and experienced engineers. KaHa is expected to augment Imagine Marketing’s capabilities to introduce technologically advanced products and shorten the lead time to have an ecosystem play in the wearables and IoT segment.

According to the statement, the wearables market in India is estimated to be over $1 billion, growing at about 100 percent year on year with positive headwinds and attractive market characteristics. In a year since entering the category, boAt has amassed over 20 percent market share in India on the back of launching multiple disruptive high-quality products at affordable prices. Imagine Marketing aims to participate in a broader lifestyle-oriented play in India’s wearables ecosystem, driven by consumers’ rising health consciousness and need for convenience.

Imagine Marketing has been increasing its research and development focus through boAt Labs with a dedicated 25+ member team having expertise in audio and wearable devices. Imagine Marketing’s deep understanding of consumer and category landscape combined with KaHa’s strong IoT expertise will help create smart products with a holistic wellness focus that improve the quality of life of consumers.

The acquisition is also expected to increase Imagine Marketing’s product offering capabilities fueling the next generation IoT enabled smart wearables that are more versatile, personalized and affordable.

“We are delighted to become part of the boAt family. Our DNA lies in cutting edge product development and building smart IoT products that solve consumer problems. We look forward to working with the boAt team to make wearable technology an enriching and life-changing part of the consumer’s everyday life and building a vibrant wearables ecosystem,” said Pawan Gandhi, Chief Executive Officer and Co-founder of KaHa.

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