Lava International Limited is a leading Mobile Handset Company in India and has expanded its operations to multiple countries across the world. During an interaction with Mobility Magazine, Mr. Satya Sati, Business Head – Accessories, Lava International Ltd, talked in detail regarding the headphone market- the current scenario, the latest trends etc.
1. How do you see the Indian headphone market? How has the Indian headphones market evolved in the past few years, and what key trends are driving its growth?
A: The Indian headphone market has experienced significant growth and transformation in recent years, driven by the increasing adoption of wireless technologies and the rising demand for high-quality audio experiences. Consumption patterns have shifted markedly towards wireless earphones and headphones, with a notable surge in popularity among fitness enthusiasts who value features like fitness tracking and heart rate monitoring. According to Grand View Research, market’s CAGR is projected at 18.5% from 2023 to 2030, indicating robust future expansion.
The proliferation of streaming services and the growing trend of audio content consumption, including music, podcasts, and audiobooks, have further fuelled the demand. The market’s expansion is further supported by the shift towards streaming services and the continuous innovation by top brands to cater to the fitness industry’s needs, ensuring sustained growth and consumption in the years to come.
2. What are the top features and specifications that consumers prioritize when purchasing headphones today—Active Noise Cancellation (ANC), spatial audio, and immersive sound etc?
A: When purchasing headphones today, consumers prioritize several key features, with audio quality, value, and battery life topping the list. According to a recent CMR study, 53% of users consider superior audio quality as the most critical factor, followed closely by value and battery life, both at 51%. Active Noise Cancellation is essential for clear audio in noisy environments, while high sound quality is in demand for a premium listening experience. Additionally, young Indian consumers are increasingly attentive to style, opting for sporty designs and classic colours that blend aesthetics with comfort. These preferences underscore the growing demand for headphones that not only deliver on performance but also align with the user’s lifestyle and fashion choices.
3. Which is the target market that you focus on among these—virtual meetings, gaming, and music-focused headphones?
A: For the Accessory business we have largely focussed on the unique demands of the Indian consumers. The industry is comparatively at its nascency and there are many gaps especially with respect to product quality. Our parent company Lava’s ,15 years of experience in catering to this audience has largely helped us with data and research to build our products that shall cater to the specific needs of our audiences.
In the audio category, we are currently catering to mobile audio devices such as TWS, Neckbands and Wired Earphones. Our target market Gen Z is always on the go and needs a reliable audio device which can serve their needs in diverse environments like travelling, gaming or video calling etc. We are trying to provide users with much improved experience by focusing on solving key hygiene issues and such as durability, calling experience and comfort along with integration of cutting-edge technologies to serve specific needs of discerning consumers. We are focussing to serve music enthusiasts by leveraging new audio technologieswhich are optimized to deliver enhanced music experience for Indian users. Our product launches like Probuds 22 TWS( Say No to Hello Hello) was designed to give best in segment calling experience. Probuds N32 Neckband (DJ hai Pro)was designed to give thumping bass to users who cherish the loudness and energy of DJ. Probuds T31 TWS was packed with a perfect combination of long battery life and great music quality at affordable price.
4. What trends are you seeing in customer preferences for remote work and communication?
A: Users seek lightweight designs that can be worn for long hours, along with seamless multi-device connectivity and impressive battery life. Integrated features like voice assistants and customizable sound profiles are also gaining popularity, allowing users to adjust settings according to their current environment. Additionally, sustainability is becoming a key consideration, with eco-conscious buyers favouring brands that prioritize ethical manufacturing. Finally, the demand for stylish, versatile headphones that can transition easily from work to gaming is on the rise.
5. What are the challenges that you face and how have you been able to overcome them?
A: There are per say no challenges but more of industry gaps. There are a multitude of new entrants as the demand grows without much research done on product quality or consumer’s key requirements. The consumer demands are still evolving, and it is time for brands to level up their product portfolio with relatable innovations at affordable pricing.
Testing is another section which is key for accessory business and at Lava we follow a stringent testing cycle of minimum 60-90 days before launching the product in the market. As a brand we value quality over quantity coupled with a strong after sales service to monitor consumer experiences and feedback for further development.
Building the correct infrastructure with in-house design facilities, testing and product conceptualisation has helped us grow at a fast pace achieving 2X growth in last one year.
6. How do you position your company?
A: Probuds by Lava positions itself as a brand that combines affordability with high-quality audio performance. We envision to provide consumers with innovative features typically found in premium models while ensuring our products remain accessible to a broader audience. Our commitment to quality and customer satisfaction is central to our brand identity.
7. How does pricing influence consumer choices in the headphones market, particularly between premium, mid-range, and budget models?
A: Pricing significantly influences consumer choices in the headphones market, shaping preferences among premium, mid-range, and budget models. Premium headphones attract audiophiles willing to invest in superior sound quality and advanced features like hybrid ANC, Dolby Sound, and Spatial Audio, viewing higher prices as indicative of better performance and brand prestige.
Mid-range models appeal to consumers seeking a balance between quality and affordability, offering reliable performance and desirable features without the premium cost.
Budget models attract price-sensitive buyers or newcomers to audio gear, providing decent performance for casual use at a lower price point. Ultimately, pricing not only affects perceived value but also aligns with consumer expectations regarding quality and features across these segments.
8. How do you see the headphones market in the gaming industry in India? How is your brand addressing the specific needs of gamers, and what advancements do you foresee in gaming headset technology?
A: The gaming headphone market in India is expanding rapidly, with gamers seeking headsets that offer immersive soundscapes and clear communication capabilities. The India Gaming Headset Market size is estimated at USD 72.57 million in 2024, and is expected to reach USD 155.23 million by 2029, growing at a CAGR of 16.42% between 2024 and 2029. Probuds by Lava addresses these needs by incorporating features like surround sound and high-quality microphones into our headsets. We anticipate advancements such as improved wireless technology and enhanced spatial audio experiences will further shape this segment’s future.
9. What do you see as the future major breakthrough in headphone technology, and how might it shape the future of headphones?
A: The future of headphone technology is poised for major breakthroughs, particularly in areas like advanced noise cancellation, immersive audio experiences, and enhanced connectivity. One significant advancement could be the integration of AI for personalized sound profiles, allowing headphones to adapt to individual hearing preferences and environments in real-time. This would create a more tailored listening experience, enhancing user satisfaction.
In the Indian audio industry, a breakthrough could be the development of affordable, high-quality audio devices that cater specifically to regional preferences and languages. As India’s diverse population increasingly seeks personalized content, headphones with integrated translation and localization features could revolutionize the way users engage with music, podcasts, and audiobooks in their native languages. Furthermore, an emphasis on sustainability and eco-friendly materials in headphone production could resonate with environmentally conscious consumers, paving the way for brands that prioritize both performance and responsible manufacturing practices. This combination of personalization, interactivity, and sustainability could shape a new era for the Indian audio market, making high-quality audio accessible and relevant to a wider audience.
Covered By: Mobility India / Lava
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