5 reasons why India’s TWS market slipped 12 per cent in Q2 2025
India’s True Wireless Stereo (TWS) shipments fell 12% year-on-year in Q2 2025, according to Counterpoint. A saturated base of first-time buyers, limited discounting, and a cautious upgrade cycle weighed on sales, even as demand shifted toward premium features and smarter form factors.
Market slowdown With adoption nearing maturity, inventory corrections and fewer festive-style discounts have dampened online momentum. Consumers are now waiting longer to upgrade, prioritising value-added features over low-cost entry.
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Premiumisation trend Buyers increasingly seek seamless connectivity, ergonomic improvements, and spatial audio experiences. Mid-tier models priced Rs 2,000–3,000 posted 12% YoY growth, supported by new form factors and high-resolution codecs like LDAC.
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Noise cancellation boom ANC-equipped earbuds made up nearly one-fifth of sales, with the category growing 29% YoY. Brands such as realme and OnePlus are pushing noise cancellation above 50 dB, narrowing the premium gap.
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Form factor innovation Open designs are gaining popularity for hygiene and situational awareness, prompting brands to experiment with hooks, clips, and cuff-style buds tailored to lifestyle needs.
AI-driven audio Adaptive features are reshaping listening habits. AI-powered equalisers and smart ANC that personalise sound profiles to environments are driving consumer interest in intelligent audio experiences.
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