Indian brands lead TWS market — local players record country’s highest ever shipments in Q3 2021

• India’s TWS market witnessed the highest ever shipments in Q3 2021.
• Local brands took up 63% of the total market share thanks to festive sales, and aggressive pricing.
• This quarter also had the most number of TWS launches ever.

The Indian TWS (True Wireless Stereo) market grew 55% Year-over-Year (YoY) in the quarter ending October with three local players comprising 63% of the total market share. The Indian TWS market also witnessed its highest shipments ever at around 8 million units in Q3 2021 thanks to festive sales and discounts, and entrants in the budget price segments, according to the latest data from Counterpoint Research.

Boat continued to lead the market for the fifth consecutive quarter with a total share of 35.8%. Realme and Noise grabbed the second and third spots with 8.1% and 7.7% shares, respectively. Another Indian company that made it to the top five is Boult Audio which grabbed the fifth spot. This is also the first time that the company took the fifth spot with a 5.3% market share and a 147% YoY growth. In addition to its products being priced at entry-level and mid-range segments, discounts during the Amazon Great Indian Festival also helped the company push its way up.

Brands also pushed local manufacturing as boAt launched its first made-in-India TWS Airdopes 101, and Ptron launched its second TWS Bassbuds Ultima. Noise also partnered with Optiemus and Realme with Khy Electronics to offer more locally produced products, while Ambrane set up a local manufacturing unit.

Counterpoint also highlighted the partner brand or sub-brand strategy of Realme’s Dizo and 1MORE’s Omthing that aggressively launched new products in this segment. This led to the TWS market witnessing the most number of new launches in Q3 2021 in addition to recording the highest ever shipments. Most of the new products were priced below ₹2,999.

In the premium segment (₹5,000 and above), Apple took the first spot with a 64% share, and it’s also the fourth largest brand overall with a 7.6% share. The AirPods 2 were a popular choice among consumers and sales like the Apple Days, Back to School program and the free AirPods with iPhone 12 scheme helped the company’s growth, according to the report.

Joining Apple in the premium segment is Carl Pei’s Nothing that debuted its first product ear (1) in August this year. Nothing managed to take the third spot in the premium segment with a 7% share. Sitting in between Apple and Nothing is Samsung which took the third spot and sales were driven by its existing Galaxy Buds models.

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