Noise Jr bets on Family Tech as next frontier in consumer technology

MUMBAI: Family ties may soon come with Wi-Fi, as technology shifts its focus from individuals to entire households. Noise Jr. is championing what it calls “Family Tech”, positioning it as the next evolution of consumer technology designed to strengthen communication, child safety and meaningful family connections.

The brand believes the consumer electronics industry is moving beyond devices built solely for individuals, such as smartphones, smartwatches and earbuds, towards connected ecosystems that support families as a whole. Rather than prioritising screen time or productivity alone, Family Tech aims to balance communication, independence and trust through age-appropriate technology.

The shift comes as Indian families adopt connected devices at increasingly younger ages. With children travelling independently to school and extracurricular activities earlier than before, and digital interactions becoming part of daily life, parents are looking for technology that enables communication without compromising responsible device usage.

According to insights shared by Noise Jr., 73 per cent of parents say excessive smartphone usage has become a source of conflict within families, while 84 per cent want stronger family connections with fewer digital distractions. The findings highlight growing demand for technology that encourages meaningful interaction rather than simply adding more screen time.

Noise Jr. argues that Family Tech should be built around three guiding principles: enabling connection over control, giving families confidence through preparedness, and developing purposeful innovations that solve genuine parenting needs instead of adding unnecessary features.

The company also pointed to broader global trends supporting this shift. Citing the GSMA Mobile Policy Handbook, it noted that parents primarily introduce connected devices to children for communication, safety and staying in touch, reinforcing the need for technology designed around children’s wellbeing rather than entertainment alone.

Amit Khatri, Founder of Noise Jr. and parent brand Noise, said the next phase of consumer technology will increasingly focus on families as connected units rather than individuals. He added that future innovation will be shaped by products that help families communicate better, feel more connected and navigate everyday life with greater confidence.

Having entered the children’s technology segment in 2025, Noise Jr. said it intends to continue developing products centred on family communication, responsible connectivity and child safety, viewing Family Tech not as a niche category but as the next chapter in consumer technology’s evolution.