Brands
Boult from the blue as Goboult reboots with bold new brand play
MUMBAI: Fasten your seatbelts, Goboult is here, and it’s not just screwing around. India’s fastest-growing wearables brand, formerly known as Boult, has hit refresh with a full-throttle rebrand, new name, new logo, and a supercharged strategy to match. Now called Goboult, the company is revving up its ambitions, targeting Rs 1,000 crore in revenue by FY26 after clocking Rs 800 crore in FY25 nearly double what it pulled in two years ago.
The new identity reflects more than a cosmetic makeover. It signals a decisive leap towards premiumisation, international expansion, and a tech-forward future built on speed, style, and substance. The name “Goboult” isn’t just a tagline, it’s a mindset. The “Go” symbolises agility, boldness, and forward motion, qualities baked into the company’s DNA.
And that story carries into the new logo: a screwhead (think resilience and precision) fused with an arrow (aka momentum and transformation). Together, they represent Goboult’s ambition to be the personal tech brand for a generation that doesn’t wait.
“We’re not just changing our name, we’re changing the way we operate,” said Goboult co-founder Varun Gupta. “Goboult is about thinking bigger and moving faster. It’s a personal milestone for me, a project I built with heart and hustle. We’re not following trends, we’re setting them.”
The rebranding is backed by a Rs 25 crore investment in R&D and design innovation. That includes building AI-first capabilities, integrating smarter software into wearables, and doubling down on user-centric design. Engineering and design teams are being scaled up as the brand sharpens its focus on next-gen personal tech.
A significant pivot is also underway in distribution. Goboult plans to expand its retail footprint from 3,000 to over 30,000 outlets across India in the next 18 months. That’s 10X growth in general trade, modern retail, and experiential formats expected to drastically shift the revenue mix, making offline sales a key driver.
On the product side, Goboult is stepping into the Rs 2,000 plus ASP segment with a focus on style-conscious, tech-savvy offerings: wearables, audio gear, and smart personal devices. The aim is clear be the brand that bridges fashion, function, and futuristic tech.
Also in the pipeline: global expansion. Goboult is preparing for launches in the US, Europe, Southeast Asia, and East Asia starting next year. The new identity is crafted to resonate with global audiences, positioning the brand as a serious contender in the personal tech space beyond India.
The company is also exploring design-first collaborations and pop culture-infused partnerships. A recent limited-edition tie-up with Mustang was just the beginning of a trend that aligns the brand with bold, Gen Z sensibilities.
Goboult co-founder Tarun Gupta summed it up: “We’re building for scale and experience across product, packaging, and retail. Everything is aligned toward our Rs 2,000 crore vision by 2030. This is more than a rebrand, it’s a blueprint for global leadership.”
With IPO ambitions down the line and a pulse on what Gen Z wants next, Goboult is racing ahead to become India’s most aspirational personal tech brand, one that doesn’t just follow trends, but leads the charge.
The screw’s tight, the arrow’s loaded Goboult isn’t slowing down anytime soon.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
