Shipments of TWS in India increased by 85% YoY in 2022

According to the most recent analysis from Counterpoint's IoT service, shipments in India's TWS market increased by 85% YoY in 2022. Along with timely sales events, regular low offerings, and…

By Ishika Setia

February 21, 2023

2 min read

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According to the most recent analysis from Counterpoint’s IoT service, shipments in India’s TWS market increased by 85% YoY in 2022. Along with timely sales events, regular low offerings, and the arrival of new players, increased local manufacturing also contributed to the growth of the shipments.

boAt

Shipments of TWS in India increased by 85% YoY in 2022

With 89% YoY growth, boAt overtook the competition for the third consecutive year. Its growth was fueled by aggressive marketing campaigns, several, reasonably priced launches, and expanded penetration in domestic manufacturing. Seven of the top ten best-selling models were comprised of it. With a 10% share of all TWS market shipments, the Airdopes 131 continued to be the most popular model for the second year in a row.

Noise

Noise climbed to second place with a 2x YoY. The company concentrated on its VS series, which is priced between INR 2,000 and 3,000. Around this time, the series received a large number of new devices. Also, it expanded towards local production as 2022 got underway. It consequently rose to become the third-largest brand to provide TWS devices developed in India.

Boult

With a 7% share and 167% YoY growth, Boult Audio took third place, propelled by strong marketing tactics and numerous new feature-rich solutions under INR 2,000. In 2022, it also made its debut in the home manufacturing sector. The retail price band between INR 1,001 and INR 2,000 accounted for the majority of its volume. The best-selling item in its whole TWS range was the Airbass XPods.

Mivi

With its fully-fledged made-in-India TWS portfolio, a good number of launches, and a significant presence in the entry-level price band of INR 1,000 and the low-price band of INR 1,001–INR 2,000, Mivi increased 544% YoY this year and moved up to the fourth position in the rankings for the top-five brands for the first time.