India’s TWS market sees a mild growth in 2025, Q4 sees the biggest jump: Report

TWS

• India's TWS earbuds market grew 1% YoY in 2025
• Festive demand and AI features drove 12% YoY growth in Q4 2025
• OnePlus and Realme saw over 20% YoY shipment growth

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A new report by Counterpoint Research has revealed that the True Wireless Stereo (TWS) earbuds market in India witnessed a modest 1% YoY shipment growth in 2025. This reportedly happened due to a shrinking pool of first-time users and other market factors. However, the category strengthened in the last quarter of 2025, with festive demand, portfolio refreshes, and AI-led feature upgrades driving 12% Year-on-Year (YoY) growth, marking a recovery from the downturn in the first nine months.

The report also added that domestic players like Boat, GoBoult and Noise maintained their larger market share in 2025. However, they faced increased competition from Chinese OEMs such as OnePlus and Realme, who posted their highest‑ever annual shipments, growing 21% and 22% YoY, respectively. OnePlus benefited the most through its AI-enabled features, such as AI noise cancellation, live translation and 3D audio, all of which are available in the Rs 2,500 category. The company also reinforced its hold in the above Rs 5,000 category with high-dB ANC, dual DACs, and LHDC support.

Commenting on feature innovations, Principal Analyst Anshika Jain stated, “Devices offering ANC (Active Noise Cancellation) saw a 24% YoY growth, and spatial audio expanded with 67% YoY growth. Nearly 40% of devices supporting these features are positioned in the Rs 1,000-INR 2,000 price band. This trend reflects stronger awareness of the everyday value TWS delivers while commuting, working or exercising. The growing availability of lossless and immersive audio on streaming platforms is further accelerating the application of Hi-Res and Spatial Audio.”

Further, the Counterpoint Research report mentions that online platforms saw the largest market share, with Flipkart maintaining a lead over Amazon, due to the availability of more budget offerings. However, offline shipments grew by 10% YoY, driven by increased focus on experience stores, marketing campaigns and wider model availability, with GoBoult seeing the highest growth. The TWS market is projected to grow even further in 2026, albeit in single figures, supported by steady demand and focused innovations that drive meaningful upgrades.