14 Feb 2022

India TWS Market Shipped Record 20 million units in 2021, India-Based Vendors Dominate; Says IDC India

INDIA, February 14, 2022 –  According to the International Data Corporation ’s (IDC) India Monthly Wearable Device Tracker, India's truly wireless stereo (TWS) market witnessed a record year, shipping 20.3 million units with a healthy 74.7% YoY (year-over-year) growth in 2021. The pandemic driven use cases continued to generate the demand for smart audio devices, with tripled shipments YoY in the first half of the year. Festive discounts, competitive pricing, multiple launches and new entrants led to strong adoption in the latter part of the year.

In 2021, the India-based vendors captured over 65% 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. Aggressive entry and expansion through the online channel allowed these new-age brands to collectively bring down TWS ASP to $32.8 in 2021, from $43.6 in 2020, resulting in nearly 90% of the TWS category to be below the $50 price band. However, the encouraging reception of new brands viz Nothing, Google, and LG electronics shows consumer enthusiasm in the mid-end segment.

In Q421(Oct-Dec’21), India-based brands cemented their position, with four out of the top five spots. BoAt on its own gave about half of the market volumes, up from 30.1% in the same period a year ago. Noise secured the second position as the fastest growing brand during the quarter with quadrupled shipments YoY.

“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.

2021 Truly Wireless (TWS) Company Highlights

Imagine Marketing (BoAt), which includes shipments from BoAt and Edict, maintained its position as the market leader capturing 39.3% market share with 187.9% YoY growth in 2021. It remained aggressive in its pricing with a wide portfolio. Aggressive digital campaigns, celebrity endorsements, sponsorships, and partnership strategy further supported its dominance.

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% share and 194.7% growth in 2021. Refreshed portfolio with improved features and aggressive price corrections aided the brand to gain substantial share.

Palred (pTron) finished fourth with a 6.0% share and 36.8% YoY growth. Onboarding a new celebrity and focusing on devices below $13 price segment became its growth catalyst.

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

Top 5 Truly Wireless (TWS) Companies, Market Share, Year-over-Year Growth, 2021 (Shipments are in thousands of units)

Company

2021 Market Share

2020 Market Share

Year-over-Year unit change (2021 vs 2020)

1. Imagine Marketing (BoAt)

39.3%

23.9%

187.9%

2. Realme

7.7%

13.1%

2.8%

3. Nexxbase (Noise)

7.5%

4.5%

194.7%

4. Palred (pTron)

6.0%

7.6%

36.8%

5. Samsung

4.7%

10.6%

-23.0%

Others

34.8%

40.3%

50.6%

Total

100%

100%

74.7%

Source: IDC India Monthly Wearable Device Tracker, February 2022



Top 5 Truly Wireless (TWS) Companies, Market Share, Year-over-Year Growth, 2021Q4 (Shipments are in thousands of units)

Company

4Q21 Market Share

4Q20 Market Share

Year-over-Year unit change (4Q21 vs 4Q20)

1. Imagine Marketing (BoAt)

47.9%

30.1%

122.9%

2. Nexxbase (Noise)

8.5%

2.7%

348.6%

3. Boult Audio

5.7%

4.3%

85.6%

4. Realme

4.8%

10.4%

-35.4%

5. Palred (pTron)

4.2%

7.0%

-17.3%

Others

28.9%

45.5%

-11.0%

Total

100%

100%

40.1%

Source: IDC India Monthly Wearable Device Tracker, February 2022

Commenting on the outlook for the Indian earwear market, Upasana Joshi, Research Manager, IDC India said, “The market is expected to grow multifold in 2022 as India-based vendors will continue to drive the affordability, attempt to reach tier 2 and 3 markets. We will also see new vendors entering the mid to premium end by appealing to users with specific features optimized for Gaming, ANC, etc.”

Note:

  • In IDC's definition, for an ear-worn device to be considered wearable under the earwear category, it must offer functionality beyond audio, like a smart assistant, health and fitness tracking, audio experience enhancement, or language translation. Devices like TWS, neckbands, and wireless over-the-ear headphones that support either of the above-mentioned functionalities are counted in the earwear.

For more information about IDC's research, please contact Shivani Anand, Senior Marketing Specialist at sanand@idc.com  . You can also follow IDC India’s Twitter  and LinkedIn  pages for regular updates.

About IDC Trackers

IDC Tracker products provide accurate and timely market size, company share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone and iPad.

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International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,200 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world’s leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights.

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For more information, contact:

Shivani Anand
sanand@idc.com
+91 9910466896