India’s TWS market shipments increased 4% YoY in Q1 2025, according to the latest research from Counterpoint’s Consumer IoT service. Consumer sentiment toward the category remains resilient, with early signs of premiumization emerging as buyers show increased interest in higher-end features and elevated audio experiences. Brands are now prioritizing mid-tier expansion, strengthening offline channels, leveraging strategic partnerships, and capitalizing on Make-in-India initiatives to enhance competitiveness. Simultaneously, the market is going through an inventory correction phase, and brands are adjusting their channel strategies to align with evolving consumer demand.
Commenting on the market dynamics, Ms. Anshika Jain, Senior Research Analyst, Counterpoint Research said, “Indian TWS consumers are evolving, prioritizing value and features over a strictly price-driven mindset. Even in the budget segment, users expect a well-rounded experience encompassing sound quality, desired fit, ANC feature, low-latency performance, and reliable battery life. It reflects a broader shift from price-first to value-first thinking. The premium market (>INR 5,000) showcased more than 1.4x growth in Q1 2025, demonstrating shifting consumer preferences. Brands are also reviving their strategies and pushing early-stage AI features, exploring new form factors and leveraging strategic partnerships to scale further and enhance their visibility in the market.”
Jain added, “India’s TWS earbuds market is set to grow 7% YoY in 2025, with increasing use cases and premiumization steering the shift. Interestingly, offline retail is starting to play a bigger role, where consumers want to test audio quality or fit before purchasing, and their confidence and likelihood to upgrade significantly increases. Consumers are now actively seeking richer features like ANC, AI enhancements, and spatial audio, even in mid-range price bands, signalling a clear move beyond affordability toward quality and experience. This signals that while headline growth may appear flat, underlying consumer behaviour is evolving. Brands that successfully align with evolving expectations while maintaining accessibility will be well-positioned to drive the next phase of India’s TWS market expansion.”
In Q1 2025, Indian brands experienced a decline in market share, losing ground to both Chinese and global players. Chinese brands captured 15% of the market, a 31% YoY increase, largely driven by the strong performance of realme, alongside contributions from OnePlus and Xiaomi. Meanwhile, global brands achieved 2x YoY growth, propelled by brands like JBL, Apple, CMF, and Samsung.
Source: India Hearables (TWS) Shipments, Model Tracker, May 2025
Market Summary, Q1 2025
- boAt’s shipments declined 11% YoY in Q1 2025 amid intensifying competition in the affordable and entry-level segments. Despite this, it retained the top spot for the 14th consecutive year.
- Boult Audio secured the second position for the second consecutive year, with its market share rising 46% YoY to reach 17%. This momentum was fuelled by distinctive branding, affordable yet feature-rich TWS products, a strong offline strategy, and diversification into wearables, reinforcing brand recall.
- Noise secured third place with a 12% market share, though its growth stabilized at 5% YoY amid market saturation and intensifying competition. The brand is pivoting toward premium offerings, exemplified by its collaboration with Bose.
- realme remains one of India’s top five TWS brands, holding 6% market share, driven by its value-for-money offerings, which continue to attract aspirational buyers in an evolving, value-driven market.
- OnePlus recorded 30% YoY growth, securing fifth place in the rankings while leading the INR 3,000-INR 5,000 price band. The brand diversified its portfolio across price ranges. It strengthened its foothold in India’s TWS market with feature-rich, budget-friendly models like the Nord Buds 2r, catering to multiple consumer segments.
- Online Channel accounted forabout 76% of the total TWS segment in Q1 2025. Meanwhile, quick commerce is gradually gaining traction, presenting new opportunities for faster consumer adoption.
- Almost three-fifth of the TWS devices were assembled locally. As demand for premium and AI-powered earbuds rises, manufacturers will need to scale operations, improve local component quality, and deepen R&D investments to maintain growth momentum.
- The premium TWS market (>INR 5,000) holds a 4% share, led by Apple, Noise, and Samsung. Urban consumers increasingly seek advanced features like Hi-Res audio and ANC. Meanwhile, for mass users, these products are still aspirational. The INR 5,000-INR 10,000 range offers strong potential by balancing performance, trust, and aspirational value.
Covered By: Mobility India / Counterpoint
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