New Delhi: The shipment of True Wireless (TWS) earbuds in India has seen a massive 168% year-on-year growth, according to the latest research from Counterpoint’s Internet of Things service. The growth is spreading in the low price range (Rs 1,000 rupees 2,000) TWS, due to multiple discount offers and increasing popularity among Indians. Online channel penetration was 79%, and Flipkart accounted for half of these shipments.
Local brands have played a significant role in boosting India’s shipments in this sector. BoAt maintained its leadership with a growth of 236% in the second quarter of 2022. While Noise retained its second position for the third consecutive quarter.
A brand called Mivi made its debut in the top five rankings. Other emerging brands are OPPO, OnePlus with its new model Buds Pro, Samsung and Truke.
Commenting on the market as a whole, Senior Research Analyst Anshika Jain said: “The TWS market in India continues to show explosive growth due to reasons such as the availability of new lower-priced TWS devices, better features and functions such as ANC, innovative designs, and low latency in gaming mode. It is expected that The market is growing by 47% in 2022 as new brands continue to arrive even as the presence of existing brands expands in their channels. Besides, consumer demand is expected to rise during the festive period as people also see TWS devices as a good option for gifting purposes.”
Jain added, “The share of domestic manufacturing was 16%, the highest ever. With BoAt, Noise, Mivi and pTron enhancing their local manufacturing capabilities, these brands together accounted for 98% of domestic freight volume in the second quarter of 2022. It has been highlighting ‘Made in India’ since the beginning of this year.But more brands started to focus on local manufacturing during the quarter.Gizmore and newcomer SWOTT also showcased locally produced devices in the second quarter of 2022.Moreover, We expect to see ‘Made in India’ devices from Truke and Portronics as they focus on localizing their manufacturing to maintain price competitiveness.”