tws: Boat leads India’s TWS earbuds market as it grows 66 per cent YoY in Q1 2022: Report – Times of India

The true wireless (TWS) earphones market in India has grown by 66 per cent year-on-year in the first quarter of 2022. A new report by CounterPoint claims that the domestic brands were able to outperform Chinese manufacturers as they delivered superior value propositions. The report also mentions that aggressive celebrity endorsements and local production have also helped the market’s growth.
How did the Indian brands offering TWS earbuds perform in Q1 2022?
As per the report, Indian brands dominated the TWS earbuds market in Q1 2022 by acquiring a 72 per cent share compared to last year’s (Q1 2021) 57 per cent. The top five positions were also dominated by domestic brands with Boat leading the market with a 34 per cent share, Noise followed and grabbed the second position with an 8 per cent market share which it maintained since the last quarter. Boult Audio emerged in the third position with a 7 per cent share. However, in Q1 2022, ten new brands for TWS earphones were introduced and domestic manufacturing went down by 14 per cent compared to Q1 2021. 80 percent of these audio products were sold online with Flipkart leading the outlets.
More details about the performance of Indian brands in Q1 2022
Boat backed by new launches, celebrity endorsements and promotions topped the market for the eighth consecutive quarter. The most popular Boat TWS earbuds were the Airdopes 131 which constituted 32 per cent of the brand’s line.
Various sales activities and a new edition in the affordable VS series helped Noise to capture the second position with a 214% YoY increase in shipments. Noise Airbuds small made up 38% of the brand’s whole line by becoming the best-selling TWS model of the company.
Boult Audio targeted low-cost customers and gradually evolved its TWS products to achieve a 266 per cent year-on-year growth in shipments and emerged third with a seven per cent market share. The report mentions that the Boult played a vital role in the Amazon Great Republic sale.
Ptron’s entry-level price range, which is around Rs 1000, assisted the brand to climb to the fourth position with a five per cent market share. Low prices, home manufacturing and a wide range of options fueled the expansion of the brand. Lastly, Realme ranked fifth with a four per cent market share and was helped by models like the Realme Buds Air 2 and Buds Q2 Neo.
Top emerging brands of Q1 2022
Another home-grown brand Mivi maintained its position in the top 10 with the help of its lower-priced devices. Oppo’s Enco Buds, a budget variant Enco W11 and a mid-range model Buds Air 2 helped the Chinese brand to grow 365 per cent. Moreover, OnePlus added the Buds Z2 to its mid-priced TWS line after the Buds Z model turned out to be a big hit.
Among Elite brands, Apple took the top spot with the release of the AirPods 3. Nothing also maintained its position in the top five luxury brands as it was cheaper and had a unique design. Additionally, another online-only local brand Truke also increased its shipments by 75 per cent YoY. Entry-level products, new models launched every quarter along with endorsements helped the company to make the steep climb.
Google recently launched the Pixel Buds Pro on the first day of the Google I/O 2022 event. These new TWS earbuds from Google will come powered by a custom 6-core audio chip and will feature ANC. However, there is no information on whether the Google Pixel Buds Pro’s India arrival.

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