India’s TWS Market Witnesses Record Year With 74.7% YoY Growth: Report

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BoAt emerged as the leader with two-fifth of the shipments during the year, which is more than the combined share of the next seven vendors

India’s TWS market witnessed a record year, with shipments reaching 20.3 million units and growing 74.7 percent YoY (year-over-year) in 2021, as per a report by IDC.

The report noted that pandemic driven use cases continued to generate the demand for smart audio devices, with tripled shipments YoY in the first half of the year.

2021 saw India-based vendors capture over 65 percent shipments in the TWS category, compared to about half of the market last year.

BoAt emerged as the leader with two-fifth of the shipments during the year, which is more than the combined share of the next seven vendors.

Even in Q421(Oct-Dec), BoAt on its own gave about half of the market volumes, up from 30.1 percent in the same period a year ago.

Noise secured the second position as the fastest growing brand during the quarter with quadrupled shipments YoY.

Imagine Marketing (BoAt), which includes shipments from BoAt and Edict, maintained its position as the market leader capturing 39.3 percent market share with 187.9 percent YoY growth in 2021.

Realme retained its second position with a 7.7% share, with its leveraged offline ecosystem play and upgraded lineup of Buds Air and Buds Q series.

Nexxbase (Noise) surpassed Samsung to grab the third position with 7.5 percent share and 194.7 percent growth in 2021.

Palred (pTron) finished fourth with a 6.0 percent share and 36.8 percent YoY growth.

Samsung, which includes devices from Samsung, JBL, Infinity, and Harman Kardon secured the fifth position, witnessing a 23.0 percent YoY decline with a 4.7 percent market share.

“Affordability, availability, and appealing aesthetics are the key drivers for the TWS market as a must have complementary device for a smartphone,” says Ekta Mittal, Market Analyst, Client Devices, IDC India. “With increased awareness, consumers will continue to migrate from wired to wireless devices and upgrade to devices with better sound experience, longer battery and comfort,” adds Mittal.

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