India’s True Wireless Stereo (TWS) shipments experienced an 8% year-on-year decline in the first half of 2026, as the market transitions from initial adoption to replacement-driven purchases. Despite the drop in unit volumes, the retail Average Selling Price (ASP) saw a 10% increase during the same period, signaling a growing consumer preference for premium features and advanced audio capabilities.

According to research from Counterpoint Research (https://www.counterpointresearch.com/), longer replacement cycles for existing devices, a resurgence of interest in wired audio products, the expansion of affordable headphone options, and the emergence of smart audio glasses are contributing to the slowdown in TWS shipment growth.

boAt maintained its leading position in the Indian TWS market, securing a 30.7% share despite a 1% year-on-year dip in its shipments. OnePlus emerged as the fastest-growing brand among the top five, achieving 19% year-on-year growth and surpassing Noise and GOBOULT to claim the second spot.

GOBOULT, however, experienced a significant 53% year-on-year decline in shipments. Analysts attribute this to heightened market competition and the need for GOBOULT to enhance its product portfolio with features such as Active Noise Cancellation (ANC) and High-Resolution Audio (Hi-Res) to meet evolving consumer expectations. realme recorded a 3% year-on-year growth in H1 2026, driven by an expanded product range across various price points and form factors, including its T series, Buds Air, and clip models.

Indian brands are increasingly expanding their international presence and differentiating their higher-priced offerings through adaptive audio features and distinct designs amidst intensifying competition.

Premiumization Drives ASP Growth

The 10% increase in retail ASP reflects a market trend where replacement purchases are migrating to higher price segments. Consumers are increasingly seeking advanced features such as spatial audio with head tracking, adaptive audio, and AI-enabled translation, moving beyond basic specifications. Concurrently, rising component costs have led to price adjustments across brands, impacting demand in price-sensitive segments. Brands like Noise and Motorola are upgrading their product lines with models such as the MasterBuds 2 and Moto Buds 2 Plus, specifically targeting the INR 5,000–10,000 price band.

“The INR 5,000–10,000 segment witnessed remarkable 103% year-on-year growth in shipments, driven by an increased consumer focus on audio playback quality, high penetration of Hi-Res Audio, and growing sound-tuning partnerships like ‘Sound by Bose’,” commented Principal Analyst Anshika Jain. “Continuous portfolio refreshes, closer smartphone ecosystem integration, a loyal handset consumer base, stronger premium perception, and extended product lifespan are becoming crucial differentiators for brands.”

Emergence of Open Wireless Stereo (OWS)

Beyond traditional TWS devices, there is a rising interest in emerging form factors, with Open Wireless Stereo (OWS) devices seeing a doubling of shipments in H1 2026. Despite this growth, nearly 80% of OWS devices remain in the sub-INR 3,000 segment. This is largely due to initial consumer reservations regarding fit, noise cancellation, bass performance, and potential sound leakage. To address these concerns, brands are incorporating features like Spatial Audio, Hi-Res Audio, and Environmental Noise Cancellation (ENC) into OWS models.

Market Outlook for 2026

India’s TWS shipments are projected to decline by 4% year-on-year in 2026. This forecast reflects limited growth from first-time users, though it will be partially offset by festive season product refreshes and aggressive discounts. In contrast, OWS devices are anticipated to grow by over 50% year-on-year, propelled by an acceleration of new product launches and strong long-term potential driven by comfort and increasing demand for extended and outdoor content consumption.

Replacement purchases are expected to continue supporting the TWS category, attributed to their compact size, fast charging capabilities, and wireless convenience. The integration of adaptive AI features and coordinated smartphone–TWS launches are poised to encourage consumers to purchase earbuds alongside their smartphones, strengthening adoption within specific brand ecosystems. For more insights into the evolving landscape of personal audio devices, stay tuned to our [latest tech appliance news](https://technosports.co.in/).