Which Brand is leading in market now ? Noise ?
Noise, boAt, Fire-Boltt, Boult, Crossbeats, Tagg, etc, all these brand source their products in bulk from various Chinese vendors and just put their brand names into them. For example, just search "Noise" on Google Play Store and check how many apps there are for Noise. That's because each vendor provide a different app. So just check the customer reviews and make your decision. And before buying, make sure to check if the brand has service centre in your city. That's what matters.
As far as I know, only select brands make their own products. Like BBK (Oppo/realme/Dizo/OnePlus), Amazfit, Huawei, Xiaomi, Google/FitBit, Samsung, Apple, Garmin, etc.