Products from the Indian audio brand Noise went on sale in Japan on July 17, 2026. They are handled exclusively by selected Tsutaya Books and Tsutaya Electrics stores and the chain's own online store. The lineup consists of the Master Buds MAX wireless headphones at 33,000 yen and the Master Buds true wireless earbuds at 23,100 yen. Bose sound engineers were involved in tuning both.

An Indian Brand Backed by Bose

Noise was founded in India in 2014 under the philosophy of democratizing technology for everyone, building a lineup of affordable audio products and smartwatches.

The turning point came in 2024, when Bose made a strategic investment in Noise and joint development began. The first result was the Master Buds earbuds, which have sold more than 150,000 units, mostly in India. The Japanese launch is part of a wider global rollout built on that track record.

The tuning is branded Sound by Bose. Bose sound engineers co-designed it and ran hundreds of tests to balance a full low end with clear treble. These are not Bose-branded products, but having Bose involved in the stage that determines the sound signature is what sets them apart from other models in this price bracket.

Master Buds MAX: 60 Hours of Playback and up to 40 dB of ANC

The Master Buds MAX is the higher-end model, an over-ear Bluetooth headphone. Noise cancellation reaches up to 40 dB, and it conforms to Bluetooth 5.4.

Battery life is the standout figure: up to 60 hours of continuous playback with a charge time of one hour. At two hours of listening a day, that works out to nearly a month between charges, which means you can travel or commute without worrying about the charger. Wireless range is 10 meters, and charging is over USB Type-C with fast charging support.

Wear detection is included, pausing playback when you take the headphones off and resuming when you put them back on. Water resistance is rated IPX4, enough for light rain or sweat. It weighs 262 grams and comes in Titanium, Onyx, and Silver.

Master Buds: 49 dB of ANC and App Control

The Master Buds are true wireless earbuds with adaptive noise cancellation of up to 49 dB. The figure exceeds the headphones because the in-ear canal design seals the ear like an earplug. They conform to Bluetooth 5.3, carry an IPX5 rating that is a step above the headphones, and weigh 48.4 grams.

Playback runs up to 44 hours with the case, and a full charge takes up to 90 minutes. Instacharge delivers 6 hours of playback from a 10-minute top-up. Dual device pairing means you can move between a PC and a smartphone.

Paired with the Noise Audio app, you can switch noise cancellation between low, medium, and high or transparency mode, and choose an equalizer preset from Default, Jazz, Club, and Rock, or build a custom one. Find My Earbuds, wear detection on/off, and touch gesture assignments are also configured in the same app.

Note the Limited Retail Channel

The distribution deserves attention. These Noise products are sold exclusively through selected Tsutaya Books and Tsutaya Electrics stores and the chain's online store, so they will not appear at general electronics retailers or on online marketplaces such as Amazon. Pre-orders opened on July 1, and color and stock availability vary by store.

On price, 33,000 yen for the headphones and 23,100 yen for the earbuds both land in the mid-range. That bracket is already crowded with established models from Japanese and overseas brands, and Noise is entering it as a newcomer whose sound was supervised by Bose. Specifications such as 60 hours of playback and 49 dB of ANC hold up on paper, so the deciding factor will be how listeners rate the actual sound and fit.

Summary

Noise, the Indian brand backed by an investment from Bose, has entered the Japanese market with two models, the Master Buds MAX and the Master Buds. Tsutaya Books and Tsutaya Electrics have handled them exclusively in Japan since July 17, priced at 33,000 yen and 23,100 yen respectively. With headphones rated for up to 60 hours of playback and earbuds combining up to 49 dB of ANC with app control, the question is how far the Sound by Bose tuning carries in practice.