Convenient and hassle-free way to listen to music
TWS stands for True Wireless Stereo, which means that the mobile phone connects to the main speaker, and then the main speaker connects to the secondary speaker through Bluetooth wireless mode, realizing the real wireless separation of bluetooth left and right sound channels.
Mobility Magazine, in this article illustrated the TWS market with insights on the international and national markets. The article also entails the inputs from various industry leaders and done an in-depth study on the industry trends and the factors that have attributed to the growth of the TWS in India and how the various brands are adopting different techniques for positioning their image.
Global TWS (true wireless stereo) shipments grew 17% in Q1 2022 to reach 68.2 million units, according to the latest Canalys data. Apple, Samsung and Xiaomi retained their top three positions from the previous quarter, but only Apple grew shipments.
Market leader Apple’s TWS shipments were up 14%. Apple’s AirPods line grew 3% to reach 19.3 million units, while Beats by Dre, Apple’s audio sub-brand, contributed more significant growth, increasing 553% to reach 2.4 million units. Beats’ strong performance was driven by the popularity of its Studio Buds and the recently launched Fit Pro. Canalys estimates show that the average selling price (ASP) of the top five TWS vendors fell to US$144 in Q1 2022, from US$153 in Q1 2021.
India’s TWS market shipments registered 85% YoY growth in 2022, according to the latest research from Counterpoint’s IoT service. Increasing local manufacturing helped drive the shipments, apart from timely sales events, frequent affordable offerings, and entry of new players.
Mobility Magazine has undertaken the ardent task of speaking to all the various industry veterans who have expressed different views and cited different methods in which the brand positioning is created in the competitive market.
Burgeoning Demand of TWS
“Key factors include improved supplies, leaner inventory, new launches, and a competitive landscape with smaller players holding over 15% of the market share.” says Mr Tarun Gupta, Co-founder of BOULTtalking about the reason for the rise of TWS.
“The global TWS market is growing rapidly, with a compound annual growth rate (CAGR) of 34.9% from 2022 to 2030,” commented Ms. Midhula Devabhaktuni, Co-founder, and Chief Marketing Officer of Mivi
Mr. Akhilesh Chopra, Marketing Director, Bluei, says, “The development of wearable technology and artificial intelligence (AI) have sped up the expansion of TWS technology.”
Adding his comments, Mr. Ameen Khwaja, Founder and CEO, pTron says, “The push for compact parts is driven by the need for smaller assemblies in specific electronics, such as smart earbuds, and the need to drive down material costs.”
Mr. Guneet Singh, COO, Portronics Digital Pvt. Ltd comments, “The TWS (True Wireless Stereo) market in India has surged due to increased smartphone usage, higher incomes, and a preference for wireless convenience.”
Mr. Ashok Rajpal, Founder and Director of Ambrane, says,“Competitive pricing and advanced features like active noise cancellation further fuelled demand.”
“Continued technological innovation, a broader consumer base, and a preference for wireless audio products are expected to be key growth drivers, “ comments Mr. Pankaj Mirchandani, Founder & CEO, UltraProlink.
Mr. Aashish Kumbhat, CoFounder, URBAN Smart Wearables says, “Wireless is convenient and hassle-free and that’s how customers see it.”
“We have come up with coolest, trendy, funky, gaming and ENC + ANC products this year like Transform-X, Starbuds 5, Urban 2, Urban 4, Urban 5 and Urban 1, “says Mr. Sachin Varshney, CTO, Nu Republic.
“The Indian truly wireless stereo (TWS) earbuds segment has reported an 85% growth in 2022. Indian companies accounted for 80% of devices sold in the country, “says Mr. Vaibhav Kapoor, RAPZ.
“The chips eliminate physical wires between earbuds and source devices, enhancing user convenience and enable innovative designs with touch controls, voice assistants, and gesture recognition, creating a more seamless and enjoyable user experience, “ Mr. Ashok Rajpal, Founder and Director of Ambrane expresses his opinion.
“ The emerging trend of Bluetooth chips is a game-changer as it enhances device connectivity, enabling a tangle-free, efficient user experience, “ Mr. Guneet Singh, COO, Portronics Digital Pvt. Ltd discussed.
Mr. Ameen Khwaja, Founder and CEO, pTron, throws light saying, “Bluetooth provide convenience and versatility make them popular for consumers and businesses, leading to a more streamlined and efficient connectivity experience.”
“The emerging trend would definitely focus on building a better and affordable ANC capability and enhanced listening experience, “says Mr. Aashish Kumbhat, CoFounder, URBAN Smart Wearables.
“The emerging trend of Bluetooth chips establishing completely wireless connections is reshaping the tech landscape, “says Mr Tarun Gupta, Co-founder of BOULT.
Mr. Rohit Sabharwal Director of CallOne says, “Technological advances in the Bluetooth based industry have emerged to seamless data transfer allowing virtually all gadgets to form a wireless connection mesh.”
Mr. Akhilesh Chopra, Marketing Director, Bluei explains, “Dual-mode Bluetooth benefits from the most recent developments in wireless technology and specialised chips. “
“Devices with Bluetooth like Amani TWS have capabilities can communicate wirelessly over short distances, making them suitable for a wide range of applications, from audio streaming to data transfer,” says Mr. Tarun Bhutani, Managing Director, Amani.
“Bluetooth chips not only eliminates the need for wires between earbuds but also enhances connectivity, audio quality, and battery life, “ discusses Mr. Gulshan Ahuja, CEO, SoRoo .
Mr. Pankaj Mirchandani, Founder & CEO, UltraProlink, “With the latest advancements in Bluetooth technology and integrated chips, newer wireless headphones have superior audio reproduction, efficient power consumption, and smaller designs.”
Mr. Gopal Jeyaraj, Country Head, Promate India and SAARCcomments, “TWS is also getting advanced to a new concept called OWS which will have Open-Ear headphones.”
“The Bluetooth chips eliminate the need for wires or cables not only between the earbuds but also between the earbuds and the playback device, offering a truly wireless audio experience.” says Mr. Lalit Arora, Co-Founder, UBON.
Mr. RAHUL Shah, VP-Growth, CALLMATE says, “Bluetooth chips establishes a completely wireless connection between earbuds and devices.”
Mr Sandeep Sawhney, Director of Sales, Toreto says, “ Clarity and quality of sound is very important and consumers are looking for this trend. “
Strategies for Brand Positioning
“Our commitment to seamless integration, innovation, and exceptional customer service will solidify Portronics as a trusted industry leader, “ says Mr. Guneet Singh, COO, Portronics Digital Pvt. Ltd talks about positioning,
“Toreto aims to offer exceptional sound and seamless integration. Toreto, we have 8-9 segments in TWS category and aim to achieve a market share of 15-18%. “commented Mr Sandeep Sawhney, Director of Sales, Toreto.
“Since we strive to provide nice customer service, consumers trust us and feel comfortable speaking with us about their problems or inquiries., “ says Mr. Akhilesh Chopra, Marketing Director, Bluei
Ms. Midhula Devabhaktuni, says, “Mivi is an audio electronics company that is present omnichannel with primary focus being on e- commerce.”
“Promate is positioned as the worldwide leaders in electronic and computing DMS (Design and Manufacturing Service) with extensive experience in product development and vertically integrated capabilities, “ says Mr. Gopal Jeyaraj, Country Head, Promate India and SAARC.
Mr. Tarun Bhutani, Managing Director, AMANI, says, “Amani products are known for their exceptional products that blend functionality, design, and affordability and user experience. “
Mr. Aashish Kumbhat, CoFounder, URBAN Smart Wearables, says, “With URBAN we always endeavour to get the best of technology at the best of price possible and that will continue to be our core for all future innovations.”
Mr. Rohit Sabharwal Director of CallOne says,“Callone has been an OEM manufacturer for 25+ brands with a sturdy market share and wish to position ourselves in an affordable brand as well as be the first name in our consumers mind when it comes to quality products.”
“As technology continues to progress, you can rely on UltraProlink to elevate your daily life with cutting-edge TWS earbuds innovations that establish new benchmarks in sound quality and user satisfaction,” says Mr. Pankaj Mirchandani, Founder & CEO, UltraProlink.
Mr Tarun Gupta, Co-founder of BOULT talks about brand positioning, “At Boult, we pride ourselves on being pioneers in our industry, introducing groundbreaking innovations that set us apart. “
“Nu Republic has always been a brand that is a DISRUPTOR at its core which is what we have always stood for,” says Mr. Sachin Varshney, CTO of Nu Republic.
Mr. Jignesh Shah, one of the Co-Founder of Mobilla says, “Our comfortable fit guarantees that users can wear our earbuds for extended periods without discomfort, making them suitable for long commutes, and workdays. Compatibility with voice assistants adds an extra layer of convenience, allowing users to access information and control their devices with simple voice commands. Mobilla’s commitment to lifestyle integration ensures that our TWS earbuds enhance, rather than disrupt, the daily lives of our customers. Our signature sound is the result of years of research and development, and it reflects our commitment to providing the best auditory experience possible. Our TWS earbuds are equipped with powerful ReAL mAh batteries that are designed to deliver extended usage on a single charge. “
“RAPZ is positioned as a Lifestyle brand, but a fashion & lifestyle brand which is carting to needs to your youth of India, “commented Mr. Vaibhav Kapoor, RAPZ.
Mr. Gulshan Ahuja says, “We at Soroo prioritize user-centric design, exceptional sound quality, and cutting-edge technology.”
“Ambrane aims to position itself as an innovative and trusted brand in the TWS market and prioritize delivering high-quality, value-for-money TWS earbuds tailored to diverse customer needs, “ says Mr. Ashok Rajpal, Founder and Director of Ambrane
“Our positioning revolves around being the brand that combines superior audio performance with the latest technology trends, ensuring that our customers stay at the forefront of innovation, “talksMr. Rahul Shah, VP-Growth, CALLMATE.
Mr. Ameen Khwaja, Founder and CEO, pTron says, “pTron has established itself as a preferred affordable wearable brand that offers technologically advanced quality products.”
“Ubon’s brand positioning is centred around innovation, quality, and affordability, a brand that understands the evolving needs of consumers and offers a wide range of TWS products catering to various preferences and budgets, “says Mr. Lalit Arora, Co-Founder, UBON.
“Boult Audio has embraced the Make-in-India initiative with great enthusiasm, manufacturing over 4.08 million units domestically, “elucidated Mr Tarun Gupta, Co-founder of BOULT.
“Over the past two years we have moved 60% to 70% of our sourcing closer home, which has improved efficiency, warranty coverage, and faster turnaround times., “ Mr. Pankaj Mirchandani, Founder & CEO, UltraProlink.
Mr. Tarun Bhutani, Managing Director, AMANI says, “India has a massive and growing consumer electronics market, due to skilled and cost-effective labour force, reduction in import costs, greater control over the supply chain etc. “
“The Indian government’s incentives for manufacturers make it an attractive destination for investment, aligning with pTron’s commitment to sustainable and ethical manufacturing practices, “ says Mr. Ameen Khwaja, Founder and CEO, pTron.
Mr. Jignesh Shah, one of the Co-Founder of Mobilla says, “ Mobilla stands at the top compared to many brands because, since it’s inception in 2010, Mobilla has continued to manufacture products in India, and with the limitless help of our government, Mobilla is now more stronger than every before in domestic manufacturing. “
“We plan to leverage this environment to expand our production capabilities, enhance product quality, and contribute to India’s economic growth while meeting the increasing demand for tech products, “ Mr. Guneet Singh, COO, Portronics.
“A more direct connection of the top tier government with the manufacturers, without the need of governmental intermediaries would surely go a long way and lead India to a future of being the world’s biggest manufacturing hub”, comments Mr. Rohit Sabharwal, Director of CallOne.
“Manufacturing allows us to control the quality of the products and make sure a premium, high-quality product is what the consumer is getting, “saysMs. Midhula Devabhaktuni.
Mr. Sachin Varshney, CTO of Nu Republiccomments, “With the focus on ‘Make in India’initiative, we have developed our own set of manufacturing units and are proud to be a brand that is ‘Made in India’. “
Mr. Ashok Rajpal, says, “The country offers cost advantages, access to a large consumer base, government incentives, streamlined supply chains, customization options, and job creation. “
“There is a big opportunity in Manufacturing with Indian Govt promotion Make in India initiative. You will see many new industries booming under Make in India initiative,” says Mr. Vaibhav Kapoor, RAPZ
Mr. Gulshan Ahuja, CEO, SoRoo says, “By manufacturing locally, we can tap into cost advantages, reduce lead times, and contribute to the “Make in India” initiative while serving the increasing demand for TWS products.”
““Make in India” not only reduces import costs but also promotes job creation and technology transfer within the country, “says Mr. Lalit Arora, Co-Founder, UBON.
Mr. Rahul Shah, VP- Growth, CALLMATE expresses his opinion, “By investing in local manufacturing, we can reduce production costs, enhance quality control, and contribute to the growth of the Indian economy.”
“Anticipated innovations include enhanced noise-cancelling technology in earbuds for a superior audio experience, longer battery life, AI-driven features for personalization, and eco-friendly materials in product design, “ says Mr. Guneet Singh, COO, Portronics
“The market for true wireless stereo (TWS) earbuds was evolving rapidly, and several innovations were emerging, including the demand for noise-cancelling AMANI earbuds, transparency modes, biometric sensors, enhanced touch or gesture controls,“saysMr. Tarun Bhutani, Managing Director, AMANI
Mr. Gopal Jeyaraj, Country Head, Promate Indiasays, “Promate has recently come up with – ‘ProPods’ and ‘Lima’ which brings an ultimate experience of sound, texture, and detail with ground-breaking features such as ‘IntelliTouch Control” . “
Discussing about new innovations, Mr. Gulshan Ahuja, CEO, SoRoo , “Sustainability and eco-friendly materials may also become significant selling points.”
“pTron’s Zenbuds series is the pinnacle of earbud technology. With ANC, ENC, and extended playtime upto 80 hours creates an immersive audio experience, ” saysMr. Ameen Khwaja, Founder and CEO, pTron.
“Consumers like an extra-loud bass which is why we have fine-tuned and come up with our own proprietary X-BASStechnology for that extra loud bass, “says Mr. Sachin Varshney, CTO of Nu Republic Nath Segal, Nu Republic.
“We believe in innovation as a means of enhancing the overall user lifestyle experience, and we will continue to lead the industry in embracing and shaping the future of TWS technology, “ says Mr. Jignesh Shah, one of the Co-Founder of Mobilla.
Mr Sandeep Sawhney, Director of Sales, Toreto says, “ We will be coming out with a new product range and introduce 4-5 models during Diwali .”
Mr. Vaibhav Kapoor, RAPZ says, “Noise cancellation in earbuds will surely see a surge in demand & many new BT connected devices will increase with increase in 5G & more interest penetration India. “
“The sports health monitoring feature is a key area of development for wearable smart devices in consumer electronics, “ says Mr. Akhilesh Chopra, Marketing Director, Bluei.
“By embracing innovations such as Bluetooth chips for seamless wireless connections and noise-cancelling technology, we are committed to setting new benchmarks and shaping the future of TWS audio in India and beyond., “says Mr. RahulShah, VP-Growth, CALLMATE .
Mr. Lalit Arora, Co-Founder, UBON says, “Innovations may involve adaptive noise cancellation that adjusts in real-time based on the user’s surroundings, ensuring optimal audio quality.”
“TWS innovations include noise cancellation, fitness integration, and spatial audio, promising immersive experiences, “comments Mr. Ashok Rajpal.
“Think real-time audio guidance, instant language translation, and soundscapes that transform mundane tasks into adventures, “says Mr Tarun Gupta, Co-founder of BOULT.
Ms. Midhula Devabhaktuni says, “Mivi has launched the world’s 1st gaming TWS Earbuds with Dual RGB; Commando X9 comes with Aurora lights on Case & Duo Pods.”
The TWS segment is one of the few segments in smartphone-related industries where Indian players are performing well, and, in this industry, their performance is unparalleled. Factors that overshadow the market growth are pivotal as they can be understood to devise different bends for getting hold of the lucrative opportunities that are present in the ever-growing TWS market.