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.
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.
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.
5/5
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.
Read the latest and trending tech news—stay updated on AI, gadgets, cybersecurity, software updates, smartphones, blockchain, space tech, and the future of innovation.
