We are gearing up to introduce AI-enhanced audio devices: Truke

German-origin brand, Truke, has a devout commitment to producing the finest and cutting-edge products, all Made-in-India in its Noida factory. Truke is one of India’s fastest-growing consumer electronics brand known for state-of-the-art quality.

Pankaj Upadhyay, Founder and CEO, Truke, tells us more. Excerpts from an interview: 

DQ: Can you provide an overview of Truke's journey since its inception, highlighting key milestones in product development and market expansion?

Pankaj Upadhyay: Our journey started in 2019, with a vision to redefine audio experiences by providing first-in-the-segment premium quality audio products at affordable prices. Since then, we have focused on blending innovation with user-centric design. 

Our product range of 15 SKUs includes neckbands, headbands, speakers, along with feature-rich TWS earbuds and OWS with advanced technology like noise cancellation and extended battery life, etc. Our strategic focus on affordability without compromising quality has allowed us to build a strong presence in India’s competitive audio market. 

In the past, we have launched multiple first-in-the-segment technology products like S1, Q1, Truke Vibe buds (With ANC), Truke BTG Ultra, India’s first OWS under 2000, Truke Buds Freedom, which was again a huge success. 

Following the government's call, in June 2022, we partnered with Optiemus Electronics for manufacturing all our products in India at their Noida factory, where our teams are constantly working to innovate newer technologies, manufacturing and keeping a closer eye on the product build and sound quality.

We prioritize after-sales experience of our consumers, which has led us to have over 350+ service centers across the country.  Our brand’s emphasis on innovation and customer feedback has been central to its success in capturing a significant share of the market.

DQ: In 2022, Truke announced a partnership with Optiemus Electronics to manufacture products in India, aiming to produce over 2 million units by 2023. How has this 'Make in India' initiative impacted your production capabilities and market presence?

Pankaj Upadhyay: The partnership with Optiemus Electronics has significantly strengthened our production capabilities and market presence in India. By manufacturing over 2 million units of wireless stereo devices in 2023, we have capitalized on the government's "Make in India" initiative. 

This collaboration has enabled us to:
* Develop products tailored to Indian preferences, ensuring they meet local demand.
* Scale manufacturing efficiently, reducing our dependence on imports.
* Strengthen our position as a leading audio brand, reinforcing India's role as a key electronics manufacturing hub.

By focusing on local production and innovation, we continue to make premium audio technology more accessible, while contributing to India's growing electronics sector.

DQ: Can you share insights into Truke's revenue growth over the past few years, and the primary factors driving this growth?

Pankaj Upadhyay: Truke’s success in the audio category has been driven by our focus on innovation, affordability, and consumer-first approach. Our goal has always been to democratize premium audio technology, making it accessible not just in Tier 1 cities, but also in Tier 2 and 3 markets. We empower our consumers by bringing convenience to their day-to-day lives and connecting them with the world of opportunities.

Additionally, we prioritize customer feedback and align our offering with evolving consumer preferences, ensuring a user-centric approach. In the past, we have launched many first-in-the-segment products like Truck Buds S1, Vibe, BTG Ultra, and many more, who have set industry benchmarks in their respective price segments and gained enormous love from our customers. 

As a result, Truke has not only grown consistently year over year but also built a strong reputation as a trusted, value-driven audio brand.

DQ: The wearable technology market is evolving rapidly, with innovations like smart rings and AI-powered devices gaining traction. How does Truke plan to stay competitive and innovative in this dynamic landscape?

Pankaj Upadhyay: We completely believe that AI-powered devices will be the game changers in the next couple of years. Especially in the wearable technology market, consumers are actively looking for smarter, more intuitive experiences, and brands must evolve to meet this demand.

At Truke, our team is already working on next-gen AI-integrated products that will bring advanced technology within reach of the average consumer—without the premium price tag. Our focus remains on delivering high-performance, future-ready products at an accessible price point. With a strong innovation pipeline, we are gearing up to introduce AI-enhanced audio devices that will redefine how users experience sound, keeping us at the forefront of this evolving landscape.

DQ: What are Truke's strategic priorities for the upcoming years in terms of product development, market expansion, and revenue targets?

Pankaj Upadhyay: This year, we are planning to reach a larger consumer set by reaching deeper in Tier 2 and 3 markets. We will also be adding 10+ SKUs in our portfolio including feature-rich speakers, TWS, Over-ear Headphones, etc at an affordable price segment, serving different demands of consumers across ages. 

We are in line to achieve a 120% growth by FY26 by hitting a revenue target of Rs. 200 crore by the end of FY26.  
 
DQ: What is Truke's outlook for 2025?

Pankaj Upadhyay: Just like the Indian stock market, this year is going to be a dynamic year for the consumer tech industry in India. With newer and innovative technologies making their way in our lives, we are expecting more and more brands to introduce AI-integrated technologies in the audio segment. 

There has been a shift in consumer preferences, with greater demand for seamless connectivity and smart integrations. We will also see more brands launching premium technologies in the budget segment to tap a larger audience base.