Shipments of True Wireless Stereo (TWS) earbuds in India increased by a factor of two in the third quarter of 2022.The numbers have increased as a result of, among other things, an earlier holiday season, brand-new products, and discounts.
Counterpoint Research’s report says that Indian businesses had a good quarter in the third quarter of 2022, growing 143% year-over-year. On the other hand, only 13% of Chinese businesses reported an increase, with OnePlus leading the pack. A 9% increase was reported for premium brands like Apple, Samsung, and JBL.
The TWS sector is dominated by Indian companies. In the second quarter, boAt remained the market leader in the TWS sector. Indian businesses hold four of the top five positions: boAt, Noise, Mivi, and Boult Audio.
Boult Audio came in fifth, behind Noise, BoAt, and Mivi, in the rankings. With OnePlus’s entry, pTron, which occupied the fifth position in Q2 2022, has been pushed out.
According to Anshika Jain, senior research analyst at Counterpoint, boAt’s market share has decreased from 46% in Q2 to 42% in Q3 despite the company maintaining the top spot in the TWS segment. During the same time, noise’s market share grew from 8% to 9%. Mivi maintains a 6% share of the market.
Nearly four out of five TWS sold in the country come from Indian businesses, according to the Counterpoint report, which found that Indian businesses hold a 79% market share.
OnePlus joins the top five This quarter, the only non-Indian company on the list, OnePlus has joined the top five. The Nord Buds and Nord Buds CE, the company’s two most recent products, helped propel the company to fourth place. The Nord Buds CE was the most cost-effective TWS option offered by the company when both earbuds were first introduced.
BoAt occupies seven of the top 10 spots on the list of most-sold TWS devices, leaving OnePlus with two spots and Noise with one. With a 9% market share, the boAt Airdopes has become the most popular device for the sixth consecutive quarter.
“In our core personal audio and the earwear category, we have maintained our leadership position for nine consecutive quarters. In an interview with Business Insider India, Vivek Gambhir, chief executive officer of boat, stated, “We will remain committed to strengthening category leadership within audio by enhancing our R&D and design capabilities and supporting the establishment of a local manufacturing ecosystem under the Make-in-India initiative.”
According to Counterpoint, domestic companies hold a 95 percent market share in the sub-2,000 range, despite the fact that Indian companies hold a much larger share of the affordable market.
A boost to domestic manufacturing In the third quarter, domestic manufacturing saw a 288% quarterly growth.As a result, domestic production of TWS devices now accounts for 34% of all shipments, a record high.
Customers still prefer to shop on e-commerce platforms like Amazon and Flipkart, as 79% of devices sold in the third quarter were purchased online. With more than half of the online market, Flipkart has established itself as the leading platform.
Liz Lee, associate research director at Counterpoint, stated, “It is still challenging for brands to strengthen their presence in offline channels, as a huge share of 79% still comes from the online market.”