According to the most recent Counterpoint IoT service research, India TWS Shipments market grew by 66 per cent year on year in Q1 2022. The strong value proposition offered by local brands to outperform Chinese vendors drove growth. Furthermore, aggressive celebrity endorsements and domestic manufacturing aided in increasing demand in this segment. In Q1 2022, boAt led the market for the seventh consecutive quarter, with 98 percent year on year growth driven by new launches.
A slew of celebrity endorsements and discounts boAt Airdopes 131 were the most popular TWS earbuds, accounting for 32 per cent of the brand’s portfolio. “Indian brand shipments more than doubled in Q1 2022, accounting for 72 per cent of the overall India TWS market.” India-based brands dominated the top four positions, accounting for more than half of the total TWS market. Indian brands were very quick to expand their product portfolio.
They introduced some new models with the most popular ANC feature. “Indian brands are focusing more on the low-price tier (less than Rs. 2,000 or $26) and forming partnerships to market their devices,” said Senior Research Analyst Anshika Jain in a statement.
Noise held on to second place for the second quarter in a row, with 214 per cent YoY growth driven by multiple sales events and the introduction of a new model in the low-cost VS series. The Noise Airbuds mini was the brand’s best TWS model, accounting for 38 per cent of its portfolio.
With a 266 per cent YoY growth, Boult Audio achieved its highest ever share of 7 per cent. It primarily operates in the low-priced segment and has gradually increased the number of TWS offerings it offers. This quarter, the brand also actively participated in the Amazon Great Republic sale event.
India TWS Shipments Grow 66 Per Cent, Local Brands Capture 4 Out Of Top 5 Spots
PTron climbed to fourth place with a 5 per cent share, owing to its strong presence in the entry-level price band (less than INR 1,000 or $13). The major factors driving its growth were value-for-money products, domestic manufacturing, and a variety of alternatives.
With a 4 per cent share, realme was ranked fifth among the top five TWS brands. The Buds Q2 Neo was the most popular, followed by the Realme Buds Air 2. It also released a new low-cost model, the Realme Buds Air 3, in Q1 2022, with notable features such as ANC and transparency mode.