TWS has become as common as smartphones in India and have become one of the most common accessories a smartphone user buys in the country and are no longer something only the rich buy.

India TWS market shipments grew 34% YoY in 2023, and boAt continues to take the lead in the market share, according to the latest research from Counterpoint’s IoT Service. The growth was driven by the increasing adoption of TWS devices due to the ease of use and availability of a wide range of options at affordable price-points. A drop of 14% YoY in the average selling prices of TWS devices was also registered in 2023.

Rise of TWS in the Indian Market
Affordability, presently limited product penetration in the market and plethora of options available are leading to a surge in demand for TWS. Indian consumers now prefer TWS devices over neckbands, especially due to their sleek design, features and affordable prices.
“Nowadays the on-the-move consumers rely on TWS. Users also want fashionable TWS devices in line with global trends,” Mr. Vikas Jain, Co-Founder & CEO, World of Play.

Mr. Tarun Gupta, Co-Founder, BOULT, “The rise of the TWS market has been driven by a combination of factors including increasing adoption of wireless audio, rising disposable income in emerging markets, demand for fitness oriented earbuds, innovation in features, and the availability of affordable options.”

“The Indian TWS market has been experiencing a significant rise in recent years. Mivi has been launching new varieties of TWS devices that cater to different human needs with features like ANC, call clarity, gaming mode, etc. In 2023, Mivi was among the top 5 brands in manufacturing TWS devices,” Ms. Midhula Devabhaktuni, Co-Founder & CMO of Mivi.

“Slim and lightweight TWS earbuds are attracting customers with active lifestyles,” Mr. Sukhesh Madaan, CEO, Blaupunkt.

“The TWS market growth is being driven by the growing demand for wireless audio products, and the increasing availability of affordable TWS earbuds,” Mr. Aneef Tas, CEO of Endefo.

Mr. Pavneet Singh, CEO, Ikodoo, “The surge is also fuelled by the advancements in technology, earbuds with better sound quality and availability of more options.”

“Advancements in wireless tech, increasing use of smartphones and music streaming devices and high audio quality are making TWS earbuds highly sought after for convenience and performance,” Mr. Pankaj Upadhyay, CEO, Truke.

Mr. Pankaj Mirchchandani, Founder & CEO, UltraProlink (a Brand of RCA Techmart Pvt Ltd), “Consumers’ preference for wire-free and hands-free experiences, along with improvements in battery life, sound quality, and the introduction of features such as ANC, have further propelled the TWS market’s expansion.”

Mr. Arnav Kishore, CEO & Founder of Fire-Boltt, “The TWS market has experienced significant growth primarily due to the increasing demand for wireless and convenient audio solutions while commuting, exercising, and working.”

“The availability of a wide range of options, affordability and the ease of use are being viewed as major contributors to the growth. The market TWS devices priced below ₹1,000 has almost doubled since 2022,” Mr. Vaibhav Kapoor, CoFounder, RAPZ.

Mr. Ujjwal Sarin, Founder of Nu Republic, “The TWS market surge is propelled by a desire for untethered mobile audio experiences, improved battery life, superior sound quality, and seamless smartphone integration.”

“The increasing consumer demand for wireless and convenient audio solutions, advancements in Bluetooth technology, and the proliferation of smartphones and other portable devices are driving the TWS market,” Mr. Akhilesh Chopra, Director, Bluei.

Dr. Mudit Jain, Founder & Chairman, Riviera, “The increasing use of smartphones, tablets, and other electronic devices that use Bluetooth connectivity to stream music and other media is a major factor driving the TWS growth.”

Mr. Lalit Arora, Co-Founder of UBON, “The enhanced mobility, convenience, advancements in Bluetooth technology, improved battery life, and compact designs are fuelling the adoption of TWS.”
Emerging Trends
The incorporation of Bluetooth chips that enable a seamless and completely wireless connection between devices, AI & ML, AR & VR features are expected to revolutionize TWS space.
Mr. Tarun Gupta of BOULT, “The incorporation of Bluetooth chips that establish completely wireless connections and offer enhanced convenience is going to be a new trend.”
Mr. Vikas Jain of World of Play, “The emergence of technology as BT5.3/5.4 that provides a more stable connection, uses less battery power and interfaces with multiple BT devices is going to be the new tech trend in this segment.”
“Bluetooth chips that enable a seamless and completely wireless connection between devices are set to enhance the user convenience and provide better mobility,” Mr. Arnav Kishore of Fire-Boltt.
Mr. Sukhesh Madaan of Blaupunkt, “Bluetooth chips will enable devices to communicate wirelessly over short distances, eliminating the need for physical cables and connectors.”
Mr. Pankaj Mirchchandani of UltraProlink, “Bluetooth 5.3 focuses on increasing the efficiency, with optimizations that extend battery life and improve audio quality by ensuring stable, efficient connections with reduced latency.”
“Bluetooth chips are often integrated with other wireless technologies such as Wi-Fi, NFC (Near Field Communication), and GPS, enabling seamless interactions between devices and providing enhanced functionalities and capabilities,” Mr. Aneef Tas of Endefo.
“Truke persistently innovates to deliver the best wireless audio experiences to the users,” Mr. Pankaj Upadhyay of Truke.
“Bluetooth chips that eliminates the need for a separate chip for Wi-Fi or cellular data streamlining has the potential to revolutionize how our devices connect and interact with the world around us,” Mr. Thariq Malick of Microdigit.
Mr. Akhilesh Chopra, Director, Bluei, “Bluetooth chips establish a complete wireless connection and eliminate the need for physical cables and provide freedom of movement.”
“One of the most exciting emerging trends is the integration of Bluetooth chips, enabling a seamless, complete wireless connection between devices,” Mr. Pavneet Singh of Ikodoo.
“High-resolution audio is becoming increasingly popular in TWS earbuds, as it can provide a more realistic and immersive listening experience,” Dr. Mudit Jain of Riviera.
“Bluetooth technology, especially in the form of low-energy chips, has evolved to offer reliable and efficient connectivity, enabling users to enjoy high-quality audio without the constraints of wires,” Mr. Lalit Arora of UBON.
Latest Innovations
In the rapidly changing tech landscape brands have to be up-to-date with the latest technologies to maintain their position and improve their market share. The latest technologies that are set to dominate the TWS segment include incorporation of Bluetooth chips, AI & ML, AR & VR, etc.
Ms. Midhula Devabhaktuni of Mivi, “We have entered home audio launching soundbars with 5.1 channel at value-based prices. We are also going to launch our Flagship TWS i7, which has a revolutionary 3D Soundstage tech along with Advanced Audio Codec (AAC) for lossless audio, newly re-engineered electroplated 13mm high fidelity drivers and a futuristic design with high-end transparent acrylic lid. This pair of earbuds will offer a new dimension in sound to audiophiles and music enthusiasts. The 3D Soundstage is a next-gen tech curated to offer instrument separation with every instrument resonating distinctly in the ears for absolute sound clarity.”
Mr. Lalit Arora of UBON, “AI integration in TWS devices, health monitoring features such as biometric sensors for heart rate monitoring and fitness tracking, are poised to redefine TWS as holistic wellness devices.”
Mr. Akhilesh Chopra, Director, Bluei, “Innovations likely to disrupt the TWS market include advancements in active noise cancellation (ANC) technology, improved battery life and charging capabilities, integration of health and fitness tracking features, enhanced connectivity options such as multi-device pairing and seamless integration with voice assistants. Bluei stays at the forefront of these innovations.”
“With a record 134 million units sold in 2023, fuelled by more investments and new manufacturing plants, India is on track to lead the global tech wearables revolution,” Mr. Aneef Tas of Endefo.
“The 5G and IoT will make most devices to be connected and share information at high speed,” Mr. Vaibhav Kapoor, CoFounder, RAPZ.
“Nu Republic is committed to reshaping the audio industry with cutting-edge solutions starting from noise-cancelling advancements to AI integration,” Mr. Ujjwal Sarin of Nu Republic.
“The integration of AI and ML algorithms into devices is set to revolutionize user experiences in the TWS segment,” Mr. Pankaj Upadhyay of Truke.
“Mobilla strives to keep improving, to keep innovating, and to make sure that every Mobilla product enhances your life,” Mr. Hetal Shah of Mobilla.
“Ikodoo is actively exploring the latest ANC technologies, AI-powered features, and enhanced battery life to stay ahead of the TWS curve,” Mr. Pavneet Singh of Ikodoo.
Mr. Pankaj Mirchchandani of UltraProlink, “The UltraProlink Swag Infinity TWS Earphones are set to disrupt the market with their immersive stereo sound, deep bass, sleek design, touch controls and Bluetooth v5.3 Insta Connect.”
“AI-powered features like adaptive noise cancellation, personalized sound profiles, health-focused integration with biometric sensors, seamless multi-device switching and AR/VR experiences could dominate the future of TWS,” Mr. Thariq Malick of Microdigit.
“Bluetooth 5.2 and Wi-Fi 6E, spatial audio technologies like Dolby Atmos and DTS:X will set new standards for home entertainment,” Mr. Sukhesh Madaan of Blaupunkt.
Mr. Arnav Kishore of Fire-Boltt, “Advancements in battery technology, integration of AI-driven features, and health and fitness monitoring capabilities, will set new standards in the TWS industry.”
Mr. Vikas Jain, Co-Founder & CEO, World of Play, “We plan to come up with new battery innovations soon.”
Mr. Tarun Gupta of BOULT, “We will incorporate AI and ML in our future devices and targeting a Rs. 800 crore topline in FY2024-25 and plan to expanding globally.”
Increasing scope for TWS devices
The rapid innovation in the wireless tech, huge untapped potential in the market, advances of AI, burgeoning gadget and tech savvy youth, etc are expected to offer a continuous scope for TWS in the Indian market for several years to come.
Mr. Arnav Kishore of Fire-Boltt, “As technology continues to improve, TWS devices may integrate additional features such as biometric sensors, language translation capabilities, and more, expanding their scope beyond traditional audio applications.”
“As a brand, BOULT constantly strives to innovate and deliver exceptional audio solutions that meet the diverse needs of our customers,” Mr. Tarun Gupta of BOULT.
“The advances in AI, overall designs and functionalities are set to dominate the TWS landscape. Mivi will continue to release new products improved battery life, better audio quality, and environmental noise cancellation (ENC) at affordable prices,” Ms. Midhula Devabhaktuni of Mivi.
“The availability of affordable TWS options from both domestic and international brands is contributing to the market’s expansion,” Mr. Sukhesh Madaan, CEO, Blaupunkt.
“Versatile and stylish, TWS devices are becoming integral to daily life, catering to various needs from fitness activities to business calls,” Mr. Ujjwal Sarin of Nu Republic.
Mr. Aneef Tas of Endefo, “The latest TWS devices can be integrated with smart home devices and virtual assistants such as Amazon Alexa or Google Assistant, and users can control their smart devices, manage tasks, and access information.”
Mr. Vikas Jain of World of Play, “The demand for TWS devices that make it easy to make calls, listen to personal audio, and listening to music is growing exponentially.”
“Truke is strategically positioned to offer innovative TWS products personalized to meet the diverse needs and preferences of Indian consumers,” Mr. Pankaj Upadhyay of Truke.
Dr. Mudit Jain of Riviera, “The rising number of fitness lovers and athletes who need earphones with sweat-resistant and waterproof capabilities are expected to drive the market growth.”
“The future TWS devices hold promise for more integrated experiences, blurring the lines between entertainment and personal wellness,” Mr. Thariq Malick of Microdigit.
“As the consumer lifestyles become more mobile-centric, the demand for compact, portable, and high-quality audio solutions like TWS earbuds will continue to rise,” Mr. Akhilesh Chopra, Director, Bluei.
“The ASP of India’s TWS market is expected to rise to the INR 5,000-INR 10,000 price band,” Mr. Vaibhav Kapoor, Co-Founder, RAPZ
“With portability, ease of use, and improved sound quality, TWS has become a versatile solution for fitness enthusiasts, professionals, commuters, and audiophiles, thereby expanding its market scope,” Mr. Lalit Arora of UBON.
“The scope of TWS is immense, spanning from fitness enthusiasts seeking sweat-proof earbuds to professionals needing hands-free communication,” Mr. Pavneet Singh of Ikodoo.
Trends in the domestic manufacturing
Domestic manufacturing creates job opportunities, develops skills, boosts the economy, accelerates innovation, enables better customisation, control quality, and increases competitiveness at global level.
Mr. Tarun Gupta of BOULT, “Domestic manufacturing enhances the BOULT’s ability to maintain high-quality standards, quickly adapt to market changes, and reduce reliance on foreign sources for essential technologies and goods.”
Ms. Midhula Devabhaktuni of Mivi, “We manufacture electronic accessories within India, and employ around 1800+ people, contributing to job creation. Next, 80- 85% of our workforce comprises women, promoting gender equality and women’s participation.”
“Domestic manufacturing creates job opportunities, develops skills, boosts the economy, accelerates innovation, and ensures better customisation,” Mr. Sukhesh Madaan of Blaupunkt.
“Truke is committed to expand its domestic manufacturing footprint and support the government’s vision of selfreliance and economic prosperity,” Mr. Pankaj Upadhyay of Truke.
“Focus on domestic manufacturing ensures quality production, create jobs, boost innovation, and reduces reliance on imports,” Mr. Thariq Malick of Microdigit.
Mr. Aneef Tas of Endefo, “In future, the accessory industry in India is poised to emerge as a global manufacturing hub. Keeping this in mind, we are investing Rs. 200 crore in R&D to bolster innovation and manufacturing.”
Mr. Vikas Jain of World of Play, “We focus on manufacturing as it allows shorter delivery turnaround time, improves trust among customers and enhances reliability of products.”
“The manufacturing sector contributes a substantial share of the country’s economic output. A robust manufacturing sector can drive economic growth, create jobs, and boost income levels,” Mr. Vaibhav Kapoor, Co-Founder, RAPZ
“There is immense scope for manufacturing in India. We feel the new PLI scheme will open new doors for manufacturing in India, and soon it will turn into an export hub,” Dr. Mudit Jain of Riviera.
Mr. Arnav Kishore of Fire-Boltt, “Domestic manufacturing, coupled with strategic partnerships with local suppliers and component manufacturers, helps to production costs, faster time-to-market, and increased control over product quality.”
“Through domestic manufacturing, we can ensure stringent quality control measures, rapid product iterations, stimulate the local economy, and generatemore employment opportunities,” Mr. Lalit Arora of UBON.
Brand Positioning
Brand positioning plays an important role in the success of a brand. Some of the key bases on which brands can position themselves can be affordability, latest tech, stylishness, appealing to youth, etc.
Ms. Midhula Devabhaktuni of Mivi, “Mivi makes stylish, feature-rich, strong premium products with great tech specs, curating them for Indians and making them in India end-to-end and offering at value-based pricing.”
Mr. Arnav Kishore of Fire-Boltt, “We are positioning our brand as the one focused on innovation, reliability, user-centric designs and advanced features.”
“With a rapid growth trajectory, Mobilla’s reach extends far beyond metros and our products have also permeated the rural heartlands of our country,” Mr. Hetal Shah of Mobilla.
Mr. Tarun Gupta of BOULT, “Over 90% of our products sold today are being manufactured in the country. Further, we are a completely bootstrapped company and have no external funding at the moment.”
Mr. Akhilesh Chopra of Bluei, “Bluei aims to position itself as a leading provider of innovative and high-quality TWS solutions that combine cutting-edge technology, sleek design, and affordability.”
Mr. Pankaj Upadhyay of Truke, “While we will continue to innovate and bring premium technology to the hands of common Indian at affordable prices, we are aiming to increase our market share in the audio segment in the coming years.”
“UltraProlink positions itself as a brand that delivers high-quality, state-of-the-art TWS earbuds at honest prices,” Mr. Pankaj of UltraProlink.
“Endefo is a ‘Made in India’ electronics brand with a zeal and commitment to quality, innovation, and customer satisfaction,” Mr. Aneef Tas of Endefo.
“Ikodoo positions itself as a trailblazer in the audio industry, with the ethos revolving around freedom, creativity, and expression through cutting-edge audio technology,” Mr. Pavneet Singh of Ikodoo.
“Microdigit positions itself as a brand that prioritizes innovation and affordability in the TWS market. By focusing on features like superior sound quality, long battery life, and seamless connectivity at competitive prices, Microdigit targets both budgetconscious consumers and tech enthusiasts,” Mr. Thariq Malick of Microdigit.
“Riviera positions itself as the most cost-effective, user-friendly and futuristic mobile phone accessories brand,” Dr. Mudit Jain of Riviera.
Mr. Vikas Jain of World of Play, “Play understands the real needs of the customers and the youth and designs products accordingly.”
“UBON seamlessly integrates cuttingedge technology into its products, creating a distinctive identity that resonates with consumers’ tastes and needs,” Mr. Lalit Arora of UBON.
“Blaupunkt’s commitment to craftsmanship, innovation, and reliability sets it apart, ensuring that every product embodies unparalleled quality and performance,” Mr. Sukhesh Madaan of Blaupunkt.
In a Nutshell
There is huge and growing scope in the TWS space. From offering effortless freedom to enhancing convenience and paving the way for a more connected future, this trend is here to stay. Considering the competitive nature of the wearable technology sector in India, apart from ensuring that the products are top-notch in its technological prowess, most brands are keeping focus on design and competitive price-points throughout. Brands are pushing boundaries with Augmented Reality (AR) for immersive, realtime experiences; advanced health monitoring to track vital signs like glucose levels; and sustainable materials and production to appeal to the environmentally conscious.
Covered By: Mobility India / TWS
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