Aman Verma 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.
