713 India’s TWS market grew 4% YoY in Q1 2025, with premium earbuds gaining popularity. Homegrown brands face challenges amid rising competition.India’s True Wireless Stereo (TWS) market experienced a 4% year-on-year growth in Q1 2025, signaling a shift in consumer preferences towards premium audio products. While boAt maintained its leadership with a 27.2% market share, it faced an 11% decline in shipments, indicating intensifying competition. Boult Audio emerged as the fastest-growing brand among the top five, achieving a 46% year-on-year growth and securing a 17% market share. This surge is attributed to its refreshed product portfolio and youth-centric branding. Noise held the third position with a 12.1% share, though its growth stabilized at 5% amid market saturation. Chinese brands, including realme and OnePlus, each recorded a 30% increase in shipments, capturing 6.1% and 5.2% of the market, respectively. The premium TWS segment, defined by products priced over ₹5,000, grew more than 1.4 times year-on-year, driven by brands like Apple, Noise, and Samsung. The market is also witnessing a strategic shift, with brands focusing on mid-tier expansion, strengthening offline channels, and leveraging Make-in-India initiatives to enhance competitiveness. Despite the overall growth, Indian brands are losing ground to Chinese and global players, with Chinese brands capturing 15% of the market — a 31% year-on-year increase. Counterpoint Research projects a 7% year-on-year growth for India’s TWS market in 2025, emphasizing the importance for brands to align with evolving consumer expectations while maintaining accessibility. You Might Be Interested In Apple at 50 looks firmly ahead Shah Rukh Khan at 60: the timeless brand that continues to command India’s imagination Costa Coffee Brews Emotional Connections with ‘Made With Heart’ Campaign Inside the Strategy That Put Pistachios in the Commuter Spotlight The Rise of Gen Alpha: A New Era in Marketing EV brands turn fuel price pain into a marketing advantage
