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TWS Market Grows 4% in 1st Qtr 2025 Amid Premiumisation Trend
The New Indian Express Madurai
|May 16, 2025
India's True Wireless Stereo (TWS) market, which includes Bluetooth audio devices like earbuds and speakers, saw a 4% year-on-year (YoY) growth in shipments in the first quarter of 2025, according to a report by Counterpoint Research.
The report highlights a growing consumer shift toward premiumisation, indicating that Indian consumers are increasingly seeking high-end features and enhanced audio experiences.
The premium segment—devices priced above ₹5,000—grew more than 1.4 times in Q1 2025, reflecting evolving consumer preferences.
Brands are responding by refreshing their strategies and introducing early-stage AI features to stay competitive.
"Indian TWS consumers are evolving, prioritising value and features over a strictly price-driven mindset. Even in the budget segment, users expect a well-rounded experience—good sound quality, a comfortable fit, active noise cancellation, low-latency performance, and reliable battery life. This reflects a broader shift from price-first to value-first thinking," said Anshika Jain, senior research analyst at Counterpoint Research.
Brand Performance
This story is from the May 16, 2025 edition of The New Indian Express Madurai.
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