BoAt promotes Arpit Parmar to director of boAt design labs

GURUGRAM: From sketching ideas on late-night whiteboards to scaling brand systems for a global stage, Arpit Parmar’s journey at boAt Lifestyle has taken a decisive leap forward.

boAt Lifestyle has elevated Parmar to the position of director – boAt Design Labs, recognising his leadership in design innovation, brand development and creative strategy. The move signals the company’s intent to further strengthen its design-led approach as it expands its consumer footprint and prepares for global scale.

In his new role at boAt Design Labs, Parmar will focus on shaping design innovation, enhancing brand experiences and driving creative excellence across the organisation. The emphasis will be on building a more cohesive and scalable design system across touchpoints while keeping consumer experience at the centre.

The elevation comes at a time when design is playing an increasingly strategic role in consumer technology and lifestyle brands, where identity and experience are as important as product performance.

Reflecting on his journey, Parmar said, “If I look back at this journey, it doesn’t feel like a straight line at all, more like a mix of late-night whiteboard chaos, a million versions of ‘almost there’, some really bold bets, and a team that just refused to settle for anything average.”

He added, “Over the past phase, we’ve been quietly rebuilding the boAt brand system across every touchpoint, trying to bring more clarity, consistency and a bit more soul into how the brand shows up in the world. And now it is time for the next chapter, implementation at scale and making it truly global-ready.”

Parmar also acknowledged the broader team behind the transformation, crediting designers and leadership for enabling a culture where design influences decision-making rather than simply supporting it.

“To my amazing design team, thank you for the obsession, the arguments, the ‘one more iteration’ and for caring so much about the details that most people will never notice, but everyone will feel,” he said.

He further thanked boAt’s leadership team including boAt Lifestyle co-founder Aman Gupta, Gaurav Nayyar, Sameer Mehta and Jyosmita Chintey for their continued support and trust in the design vision.

Parmar’s elevation also highlights his diverse experience across the design and creative industry. Before joining boAt Lifestyle, he held roles at Amura Health, Lenskart.com, Heads Up For Tails and M+C Saatchi UK, where he worked across brand development, product experience and creative direction.

An alumnus of the National Institute of Design, Parmar has built a career spanning communication design, digital experience and brand storytelling, with a consistent focus on user-centric innovation.

At boAt Lifestyle, the Design Labs initiative has become central to the company’s ambition of scaling its identity beyond India, with a renewed focus on systemised design thinking and global readiness.

As Parmar steps into his expanded role, the move underscores boAt’s belief that strong design leadership will be key to shaping the next phase of its growth, where products, experience and brand language converge into a unified global identity.