India’s TWS earbuds/headphones market registered 68% growth year-on-year during the second quarter of the year 2021, according to the latest research from Counterpoint’s IoT Service. The report also has some other interesting facts about the country’s TWS earbuds market including top 5 companies selling most devices, the price points that most people look for while making their purchase and the ‘value for money’ features. Read on to know all this and more.
What is selling in India’s TWS earbuds market: Earbuds priced between Rs 1,000-Rs 2,000
The growth in the India’s TWS earbuds market is driven by new product launches in the affordable price segment. The share of the earbuds priced between Rs 1,000-Rs 2,000 grew to 60% of the overall shipments in the second quarter of the year 2021 compared to 25% in the same quarter last year.
Which is the most-popular brand in TWS earbuds market in India
Boat continues to be the most-popular brand in India. The ‘value for money’ offerings and aggressive marketing helped the company top the charts for the fourth quarter in a row. During the April-May-June quarter, the company held 37% share of the total TWS shipments.
Which are the models that helped Boat retain its No. 1 position in the Indian market
Airdopes 701, Airdopes 281 Pro and Airdopes 481V2 models helped the company maintain its dominating position in the Indian TWS market.
What are the popular features that buyers look for while buying ‘value for money’ earbuds in India?
ANC or active noise cancellation seems to be a sought after feature among buyers. The earbuds that offer this at competitive price points sold well during the quarter.
Which are the other companies in the top 5 in the market
The continuous popularity of the Buds Z helped OnePlus capture the second spot in the growing TWS market in India. Realme maintained its position in the Top 5 brands as it offered features like ANC at affordable price points. Its recently launched devices like the Buds Q2 and Buds Air 2 seem to be selling well.
Which is the brand other than Boat doing well in the Rs 1000 to Rs 2,000 segment
Noise moved one step up to take the fourth spot in the second quarter of the year 2021 with 117% year-on-year growth. The brand offers customers a range of models in the price band of Rs 1,000-Rs 2,000.
Who are the new companies to enter the TWS market in India in 2021
The year 2021 has seen several new entrants in the country’s TWS market. These include Lava, Aiwa, TCL, Nothing Ear, Realme Dizo and Micromax. All of these except Nothing offer products under Rs 5,000.
Is made-in-India happening in the TWS earbuds market
Yes, companies like Mivi and PTron are manufacturing in India. Boat and Aiwa plan to do the same soon. According to Counterpoint’s research Associate Anam Padha companies are looking to make TWS earbuds locally (in India) to reap the benefits of the governmentâ€™s PLI (Production-Linked Incentive) scheme. Mivi launched its first made-in-India TWS device, called DuoPods A25, during the second quarter of this year. Mivi is the second brand after PTron to launch a made-in-India TWS product. Boat has also decided to shift most of its manufacturing base to India to provide more affordable devices. The latest entrant, Aiwa, is said to be exploring a similar possibility.