The latest numbers coming from the Counterpoint Research Service indicate that the total true wireless earbuds shipments from India reached 8 million in the by the third quarter of 2021. The numbers indicate that boAt Audio continued its dominance of the TWS earbuds export market while Apple made solid gains in the premium earbuds segment.
Audio brand boAt’s dominance is reflected in it sustaining its leadership of the market for the fifth straight quarter, bringing to the fore a 171% year-on-year performance. The export numbers also indicate an overall performance of the leading brands in the market, with the local audio accessories brands accounting for 63% of the shipments. The declining fortunes of the market is reflected however in the lower Average Selling Price for these products.
Overall, the TWS earbuds market in India recorded a 55% growth when compared with its performance in Q3 of 2020. The 8 million mark achieved in Q3 2021 is the highest ever in the country since the advent of TWS shipments. According to the Counterpoint Service, the surge in the numbers is being driven by low and mid-level products priced below Rs. 3,000 (~$40). Apart from boAt, Nothing, Realme and 1More had strong showings, while Apple continues to dominate on the premium segment of the market while Samsung, OnePlus and Nothing also had decent performances.
Even with the pretty affordable prices for these TWS earbuds, active noise cancellation (ANC) functionality was prominent in the products. Gaming functionality is also being introduced among some of the models, like Pitron and Truke. India is enjoying some increased investment in the tech space and this has also rubbed off on the TWS earbuds segment. More domestic players are entering the market and pulling their weight in producing affordable and tech—compliant products.
The Counterpoint research showed that boAt (35.8%), realme (8.1%), Noise (7.7%), Apple (7.6%), and Boult Audio (5.3%) are the top five brands in the market based on their shipment volumes. Several other budding brands are waiting in the wings to ride on the Indian market.
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(source)
