True Wireless Stereo (TWS) earbuds have experienced remarkable growth in recent years, becoming one of the most popular audio devices in the global market, including in India. TWS earbuds are known for their seamless connectivity, convenience, and portability, making them the preferred choice for consumers seeking a wireless audio experience.
Mobility Magazine recently engaged with Industry Veterans and top TWS providers in India to explore the growing market, the rapid expansion of the segment in India, the latest trends, new innovations, and how brands are focusing on creating interconnected ecosystems in India where Indian consumers tend to prioritize budget-friendly options with good sound quality, noise cancellation, and a comfortable fit.
Market Report on Size
1. Global Overview
The global true wireless stereo earbuds market size was valued at USD 35.37 billion in 2021 and is expected to register a compound annual growth rate (CAGR) of 34.9% from 2022 to 2030. The increasing per capita income of consumers in developed and developing countries, along with the improved standard of living is expected to increase demand for smart wearable products among athletes and personal users and is a major factor expected to drive the growth of the market. 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. These factors are anticipated to positively impact the market growth.
2. IDC India Specific Figures
India’s TWS market shipments rose 14% YoY in 2024, according to the latest research from Counterpoint’s Consumer IoT service (Feb 2025). The growth in shipments was driven by seasonal sales events, affordable offerings, and usage expansion towards various applications, coupled with broader channel availability. However, this period marked the market’s slowest growth, indicating that it is slowly moving towards maturity. The contributing factors for this modest growth include fewer new product launches and the deceleration in the growth of first-time users.
Commenting on the 2024 TWS market dynamics, Senior Research Analyst, Ms. Anshika Jain, said, “India’s TWS devices witnessed significant improvements in sound quality, design innovation, and gaming-focused devices across various price bands, which helped the market reach over $1.3 billion in 2024. The budget segment INR 1,500 – INR 2,000 ($17-$23) performed well, registering the highest growth of 52% YoY in 2024. Popular OEMs such as HP, Poco, Vivo, and IQOO also marked their entry in this price segment for the first time, along with portfolio expansion by Xiaomi. Due to the multiple offerings in this price segment, the brands have added premium features such as ANC, transparency mode, and better ergonomics to the device to compete in this segment.”
Industry Views
In India, the TWS market is expected to continue its upward trajectory, driven by factors such as increased smartphone usage, a growing tech-savvy population, and rising disposable incomes.
Market Size
Mr. Yash Doshi, Director, Zebronics India Pvt Ltd opines, “The TWS segment in India continues to see strong momentum. With lifestyle and content consumption habits evolving rapidly, the market are poised for healthy growth in 2025. Zebronics is well-positioned to tap into this wave with a portfolio that blends innovation, design, and value.”
“India’s TWS devices witnessed significant improvements in sound quality, design innovation, and gaming-focused devices across various price bands, which helped the market reach over $1.3 billion in 2024. Keeping these projections in mind, the market is expected to reach around $1.48 billion in 2025,” elucidates Mr. Lalit Arora, Co – Founder, Ubon.
Mr. Purushottam Kumar Jha, General Manager – Product, PLAY, remarks, “India’s TWS market is experiencing explosive growth, transforming from a luxury to a mainstream essential. IDC anticipates $3.2-$3.6 billion by 2026-27, and Canalys forecasts exceeding $4 billion by 2027-28; driven by a consistent 25-30% annual growth and expanding reach into Tier-2/3 cities.”
“In 2024, the growth rate India’s TWS market growth marked a slowdown, indicating the market is approaching maturity. Following this trend, we as manufacturers, are accepting the saturation and controlling supply accordingly in the market in order to avoid a situation of surplus supply leading to price wars, market supply overflow, and possibilities of losses,” comments Mr. Rohit Sabharwal, Director, CallOne Imports Pvt Ltd.
“The Indian TWS market is projected expand to a market size of over INR 12,000 crore, with Gen Z and millennials leading the charge. TWS has gone from a luxury flex to a daily essential,” says Mr. Ujjwal Sarin, Founder, Nu Republic.
Mr. Ashok Rajpal, Managing Director, Ambrane India Pvt Ltd, mentions, “Today, customers are treating TWS as essential and the e-commerce platforms have propelled this expansion further. For businesses like us, this is good news.”
Mr. Manjeet Rathi, Business Head – General Trade (GT), Toreto, states, “The True Wireless Stereo (TWS) market in India is projected to exceed ₹16,000 crore (~$2 billion) by 2025, driven by increasing affordability, rising 5G smartphone adoption, and growing demand for wireless convenience.”
“Today, usage of TWS devices has moved from a premium to a mass-market phenomenon, making TWS one of the fastest-growing audio accessory segments in India,” discloses Mr. Vishal Shukla, Co-Founder, Tessco Mobiles.
Mr. Paresh Vij, Founder and Director, Lyne Originals says, “Today, the TWS is no longer a luxury, but has become a daily necessity. At Lyne, we’ve seen a dramatic uptake in Tier 2 and Tier 3 cities, where users are seeking affordable, high-performance alternatives without compromising on quality.”
Mr. Tarun Bhutani, Managing Director, AMANI comments, “The TWS market in India is on a meteoric rise. As per industry forecasts, the market is expected to cross INR 10,000 crore (~USD 1.2 billion) in 2025, driven by affordability, lifestyle shifts, and growing smart phone penetration in Tier 2 and 3 cities.”
“Looking at the current growth, the TWS market in India is expected to hit USD 1 billion by 2025. And it totally makes sense – people are upgrading from wired to wireless faster than ever, especially the younger crowd who love staying trendy yet practical.” speaks Mr. Narayan Rathod, Founder & CEO, RD
Mr. Syed Murthuza, Founder & CEO, Camber reveals, “India’s TWS segment is becoming a part of everyday life, thanks to rising smartphone usage, aggressive pricing, and fast delivery networks.”
Evolving Trends
The scope for TWS in India is vast, driven by the increasing adoption of smartphones and growing digital consumption. With the rise of online streaming, gaming, and social media, TWS earbuds have become indispensable.
Ms. Arushi Bhatia, Director, JBTEK, comments “Earlier, ANC was seen as a premium feature exclusive to high-end earbuds. Now, mid-range and even budget TWS products in India are integrating ANC, making it more accessible to the masses. Advanced codecs are more power-efficient, delivering better sound without draining the battery.”
“Consumers now demand hybrid ANC, which combines feedforward and feedback microphones for effective noise suppression. Features like Transparency Mode and adaptive ANC are becoming essential, ensuring users can stay aware of their environment without compromising on sound quality. At Toreto, our latest TWS models feature adaptive ANC for an immersive and seamless audio experience.” Mr. Manjeet Rathi of Toreto.
“At Zebronics, high-quality audio codecs are central to how we shape the TWS experience. With better content streaming and more immersive use cases like gaming and video calls, advanced codecs like AAC and aptX, etc., ensure the audio doesn’t just play – it connects. It’s about capturing every nuance, not just volume,” briefs Mr. Yash Doshi of Zebronics.
“Nu Republic makes ANC more accessible, without killing the vibe or the wallet. With the rise of hi-res streaming and gaming, codecs like AAC, MP3, and LDAC ensure that audio doesn’t just sound good – it sounds great. For us, it’s about delivering bone-rattling bass with our X-Bass tech, while still keeping clarity crisp and latency low,” speaks Mr. Ujjwal Sarin of Nu Republic.
Mr. Tarun Bhutani of AMANI comments, “Thanks to advancements in chipset integration and AI-based sound optimization, the ANC is empowering users to enjoy immersive listening experiences in any environment. High-quality audio codecs like aptX, LDAC, and AAC, which ensure minimal latency and superior audio clarity are becoming mainstream.”
Mr. Purushottam Kumar Jha of PLAY mentions, “Hybrid and adaptive ANC technologies are no longer premium features but essential differentiators. Consumers seek immersive audio, blocking out distractions. High-resolution audio codecs, deliver richer sound, appealing to audiophiles, like LDAC, aptX Adaptive, and LHDC are gaining traction, driven by high-res streaming.”
Mr. Ashok Rajpal of Ambrane says, “TWS has given users relative control over their surroundings, adding comfort to their everyday lives. High-quality audio codecs like aptX Adaptive, AAC, etc continue to make TWS better ensuring richer sound quality.”
Mr. Rohit Sabharwal of CallOne says, “Through constant advancements in ANC and in factors such as ear canal fits, user activity identification, and noise profiling, the audio market is moving towards transparency controls, focus and productivity modes, sleep mode, and spatial audio integration.”
“At Lyne, we integrate adaptive codecs that intelligently adjust to bandwidth and usage, making sure users enjoy seamless sound without draining the battery. The goal is to make high-definition audio accessible to everyone, not just a select few.” observes Mr. Paresh Vij of Lyne Originals.
“For Tessco, integrating effective ANC in budget-friendly models has opened up new customer segments and improved user satisfaction dramatically. High-quality audio codecs like aptX, AAC, and LDAC are redefining the audio experience in TWS devices. They ensure low latency, higher bitrates, and better fidelity – crucial for music lovers and gamers alike. At Tessco, we are increasingly incorporating advanced codec support in our TWS lineup,” talks Mr. Vishal Shukla of Tessco Mobiles.
Mr. Narayan Rathod of RD comments, “Earlier, ANC feature was limited to premium brands, but now even mid-range TWS offer ANC. Especially in the budget segment, brands use premium codecs like aptX or LDAC because that directly impacts the pricing. Brands are focusing on tuning their drivers smartly, optimizing bass, clarity, and vocals to deliver the best possible sound within the price segment.”
Mr. Lalit Arora of Ubon elucidates, “Now, mid-range and budget TWS products in India are integrating ANC, and this shift is helping brands to tap into Tier 2 and Tier 3 markets, where users are seeking advanced features without breaking the bank. India’s growing base of audiophiles, gamers, and content creators demands crisp vocals, deep bass, and detailed instrumentals. High-quality codecs enable immersive listening experiences.”
Mr. Syed Murthuza of Camber reveals, “ANC, which started at up to 32dB, has advanced to 50dB in some models. Hybrid and adaptive ANC now adjust automatically to your surroundings, making silence smarter. Likewise, audio codecs like LDAC and AAC, once found only in flagship devices, are now expected even in budget segments.”
Key focus Areas
The demand for affordable yet high-performance audio devices has opened up significant opportunities for both established and new brands.
“Among the basic advancements, such as improving battery life, upgrading audio quality, developing ergonomic designs, power efficiency, touch control, gesture control, etc, the most important advancement required for any manufacturer, be it in TWS or any other field, is future-proofing products using AI,” reveals Mr. Rohit Sabharwal of CallOne.
Mr. Ujjwal Sarin of Nu Republic reveals, “Today’s users want a product that performs and matches their drip. So, we’re focusing on design innovation, extended playtime, ultra-low latency for gamers, and wearability (yup, think of our Cyberstud Punk TWS that doubles as fashion-forward neck gear).”
“Today, consumers want personalization, ergonomic fit, user comfort, aesthetic designs and higher battery are some of the key features in TWS,” states Mr. Ashok Rajpal of Ambrane
Mr. Manjeet Rathi of Toreto, “Manufacturers are focusing on several core areas: 1. Battery Life & Fast Charging, 2. Multi-Device Connectivity, 3. Comfort & Fit: Ergonomic designs, 4. Water & Sweat Resistance, and 5. Superior Call Quality. Toreto’s quad-mic ENC technology offers superior voice pickup, ideal for remote work and travel. Toreto’s latest Air Flex series features ANC, ergonomic design, advanced microphones, and seamless connectivity – perfect for both everyday users and professionals.”
“A key focus is on delivering superior sound quality, with support for advanced codecs like AAC and aptX to ensure immersive audio. Active Noise Cancellation (ANC) is becoming standard, even in mid-range models, along with Environmental Noise Cancellation (ENC) for clear call quality.” says, Ms. Arushi Bhatia of JBTEK.
“Today, people look for style with comfort, long battery backup, faster charging, touch controls, and smart features like voice assistance. Plus, compact design is a must – no one wants bulky earphones anymore.” says Mr. Narayan Rathod of RD.
Mr. Paresh Vij of Lyne Originals mentions, “Lyne’s approach is to design tech that fits lifestyles: sleek, compact, and functional – blending aesthetics with intelligence. Features like water resistance, touch gestures, and AI-enhanced call clarity are no longer add-ons – they’re essentials.”
“At AMANI, our key focus areas in TWS development include ergonomic design, extended battery life, intuitive touch controls, and smart connectivity with voice assistants. We also prioritize IP ratings for water/sweat resistance to cater to the fitness-conscious audience.” observes Mr. Tarun Bhutani of AMANI.
“At Zebronics, while developing TWS products, in addition to the latest features, we also give importance to battery efficiency, intuitive touch controls, low-latency performance, seamless connectivity, compactness and ease of use,” speaks Mr. Yash Doshi of Zebronics
Mr. Vishal Shukla of Tessco Mobiles comments, “Consumers now expect premium features at affordable prices, and at Tessco, our R&D is committed to delivering innovation, durability, and sleek aesthetics across all models at reasonable rates. Our other key focus areas include ergonomic fit, extended battery life, fast charging, gaming modes with ultra-low latency, touch controls, and water resistance (IPX ratings).”
“TWS brands are focusing on ergonomic design, longer battery life, multi-device connectivity, and smart features like in-ear detection and voice assistants. The INR 1500 – 2000 segment saw the highest YoY growth of 52% in 2024 and this trend is expected to continue to dominate in 2025 too,” asserts Mr. Syed Murthuza of Camber
“While developing TWS, we give equal importance to battery life, charging, low-latency, real-time audio sync, lightweight, ergonomics, compactness, stylish cases, smart touch controls, voice assistant support, and gesture-based navigation, aesthetic appeal, trendy colours, sleek finishes that attract Gen Z and millennials, sweat & water resistance, eco-conscious packaging, durability and last but not least affordability.” talks Mr. Lalit Arora of Ubon
Brand Positioning
TWS brands position themselves based on a mix of price, performance, and unique features to cater to the different market segments.
“PLAY, while developing TWS solutions, prioritizes premium quality, competitive pricing, longevity, ergonomic comfort, extended battery life, durability, the latest Bluetooth implementation, and trend-focused aesthetics. We’re now aggressively expanding our customer base into Tier-2/3 cities.” claims Mr. Purushottam Kumar Jha of PLAY.
“At Nu Republic, we blend performance with affordability and redefine customer experience with our every new launch,” speaks Mr. Ujjwal Sarin of Nu Republic.
Mr. Ashok Rajpal of Ambrane comments, “Keeping customer-centric approach at the front, Ambrane relies on regular market research and customer feedback while designing devices and features.”
Mr. Narayan Rathod of RD clarifies, “We believe in creating products with trending and premium features at an affordable range.”
“AMANI stands out through innovation, aggressive pricing, and unmatched after-sales service and offers premium features at value-for-money price points.” remarks Mr. Tarun Bhutani of AMANI.
Ms. Arushi Bhatia of JBTEK, reveals, “Our logo says it all “JBTEK: Just Best” This represents our commitment to offering the best quality at the best prices. Our goal is to ensure that even smaller cities have access to premium mobile accessories at affordable prices.”
“Toreto’s omni-channel strategy – pairing online and offline – ensues high accessibility. We focus on providing high quality and reliability backed by 1-year replacement warranties. Additionally, Toreto is expanding into car accessories.” Mr. Manjeet Rathi of Toreto.
“Lyne’s edge lies in youth-focused designs, uncompromising sound quality, and a deep commitment to after-sales support. Our #DareToBegin philosophy is about inspiring users to dream big and start strong, with the right tech by their side.” mentions Mr. Paresh Vij of Lyne Originals.
“We position Zebronics as a brand that delivers rich features, latest & stylish designs, longer battery life, and better sound, all at affordable prices.” highlights Mr. Yash Doshi of Zebronics.
Mr. Lalit Arora of Ubon observes, “We position ourselves as a trusted and accessible brand. We’re actively expanding our reach in South India and the North Eastern states, while continuing to strengthen our retail presence in Tier 2, Tier 3, and emerging cities, to reach wider audiences and build strong regional connections.”
Mr. Syed Murthuza of Camber reveals, “Camber’s goal is to bring premium features like ANC, wireless charging, and personalization to aspirational buyers across Tier 2 and 3 cities without pushing them into premium pricing with a consumer-first approach.”
“With 10+ TWS models currently available and more in the pipeline, Tessco is strongly positioned to cater to both entry-level and mid-premium segments at pan India level. Our USP lies in balancing affordability, innovation, backed by efficient distribution, aggressive pricing, and strong post-sales support.” says Mr. Vishal Shukla of Tessco Mobiles.
Latest Innovations
As the market evolves, TWS are set to become even more versatile and indispensable, offering a balanced mix of performance and affordability, targeting consumers who seek quality audio and advanced features like touch controls and water resistance.
Mr. Purushottam Kumar Jha of PLAY speaks, “Beyond codecs and ANC, innovations like low-latency modes for gaming, spatial audio, advanced microphone clarity, multipoint connectivity, and customizable sound profiles with regional language support are the key. Our designs are also informed by the latest color trends and regional preferences.”
“Innovative technologies, especially high-quality audio codecs, are playing a crucial role in shaping the next generation of TWS (True Wireless Stereo) devices in India. These technologies are not just enhancing sound quality but also redefining the overall user experience. Audio codecs like AAC, aptX, LDAC, and LHDC enable efficient wireless transmission of high-resolution audio, minimizing quality loss over Bluetooth. Other tech upgrades include Bluetooth 5.3 for stable connectivity, touch and gesture controls, dual-device pairing, integration with voice assistants, battery management systems and fast charging optimized using smart chipsets.” clarifies Mr. Lalit Arora of Ubon
“Audio codecs like AAC, aptX, LDAC, and LHDC enable efficient wireless transmission of high-resolution audio, minimizing quality loss over Bluetooth. This allows users to enjoy richer, more detailed sound, making TWS earbuds viable alternatives to premium wired headphones. Beyond codecs, innovations in Active Noise Cancellation (ANC), Environmental Noise Cancellation (ENC), and AI-powered adaptive sound are transforming TWS into intelligent audio devices. These technologies enhance call clarity and listening comfort in India’s typically noisy environments.” opines, Ms. Arushi Bhatia of JBTEK
Mr. Narayan Rathod of RD, mentions, “Features like Environmental Noise Cancellation (ENC) for clearer calls, gaming mode for low latency, multi-device connectivity, and AI-enabled features are the future. It’s all about making life easier, smarter, and honestly – cooler.”
“Audio codecs such as aptX, LDAC, and AAC play a vital role in delivering high quality sound, especially for high resolution music streaming. TWS devices must now support high-bitrate, low-latency codecs, AI-driven sound tuning, bone conduction, adaptive transparency, spatial audio, dolby atmos and biometric integration for health monitoring. Toreto is actively investing in these areas to deliver smarter, more personalized audio experiences.” Mr. Manjeet Rathi of Toreto.
Mr. Paresh Vij of Lyne Originals, remarks, “At Lyne, we’re investing in features like multi-point connectivity, wireless charging, and environment-aware audio tuning. We’re also embracing sustainability – reimagining materials, packaging, and processes to deliver future-ready products.”
“Beyond ANC and advanced codecs, technologies like Bluetooth 5.3 for stable connectivity, smart voice assistant integration, dual pairing, and ENC for call clarity are pushing the category forward. At Tessco, we are aligning our TWS roadmap with these trends to be future-ready.” says Mr. Vishal Shukla of Tessco Mobiles
Mr. Tarun Bhutani of AMANI, mentions, “Integrating AI-driven audio tuning, low-latency gaming modes, and environmental noise cancellation for clearer calls will be our innovation priorities.”
Mr. Yash Doshi of Zebronics explains, “At Zebronics, we see innovation in TWS as a blend of both hardware and software coming together to enhance everyday listening. High-quality audio codecs bring out richer, more detailed sound while keeping latency low, especially important for streaming and gaming. But beyond that, features like hybrid ANC, low-latency modes, multi-device pairing, and smart touch interactions are also driving the category forward.”
“From dual-mode switching (music/gaming) to fast charging, touch controls, and LED tech – we’re turning TWS into a smart companion. With future-ready codecs, improved mic clarity, and edge-level aesthetics, our TWS devices are made for the streets, the studio, and everything in between,” elucidates Mr. Ujjwal Sarin of Nu Republic.
Conclusion
Features like active noise cancellation (ANC), long battery life, improved sound quality, ergonomic designs, and water resistance are some of the latest advancements in TWS. The integration of fitness tracking, smart sensors, and touch controls has further enhanced the user experience, pushing the boundaries of what TWS can offer.
Covered By: Mobility India / TWS
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