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.
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.
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.
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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