New Delhi, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, Seoul, Taipei, Tokyo, Oct 13: According to Counterpoint's Consumer IoT service, India’s TWS shipments declined 8% YoY in H1 2026 as the market continued to shift from first-time adoption to replacement-driven purchases. Longer replacement cycles are impacting shipment growth. In addition, renewed interest in wired audio products, an expanding range of affordable headphones and the entry of smart audio glasses are giving consumers more alternatives.
boAt maintained the top position, growing its share to 30.7% despite a 1% YoY dip in shipments, while OnePlus surpassed Noise and GOBOULT, securing second position with 19% YoY growth. GOBOULT declined by 53% YoY, attributed to intensifying market competition and the need to strengthen its portfolio with audio features such as Active Noise Cancellation and High-Resolution Audio to keep pace with evolving consumer expectations.realme grew 3% YoY in H1 2026, driven by portfolio expansion across price bands and form factors with its T series, Buds Air and clip models. With increasing competition, Indian brands are now expanding their international presence and are differentiating their SKUs at higher price points through adaptive audio features and designs.
India Hearables (TWS) Market Share of Top 5 Brands, H1 2026 vs H1 2025 Source: India Hearables Shipments, Model Tracker, August 2026 Retail ASP grew 10% YoY as replacement purchases are moving up the pricing ladder and consumers are increasingly looking beyond basic specifications towards spatial audio with head tracking, adaptive audio and AI-enabled translation.
At the same time, rising component costs led to price hikes across brands, further impacting consumer demand, particularly in the price-sensitive segments. With rising premiumization, brands like Noise and Motorola are upgrading their line-ups with models such as the MasterBuds 2 and Moto Buds 2 Plus in the INR 5,000–10,000 price band. Commenting on the premiumization trend in the TWS market in India,
Principal Analyst Anshika Jain said,
“The INR 5,000–10,000 segment saw 103% YoY growth in shipments with increasing consumer focus on audio playback quality, with high penetration of Hi-Res Audio and growing sound-tuning partnerships like ‘Sound by Bose’. Continuous portfolio refreshes, alongside closer smartphone ecosystem integration, a loyal handset consumer base, stronger premium perception and extended product lifespan, are becoming important areas of differentiation for brands.”
Commenting on the form-factor expansion, Jain said,
“Along with growing interest in premium devices, demand for emerging form factors like open wireless stereo (OWS) devices is mounting. OWS shipments doubled in H1 2026. However, almost 4 out of 5 OWS devices still fall in the sub-INR 3,000 segment due to initial consumer friction with the form factor, with perceived limitations in fit, noise cancellation, bass performance, and sound leakage. Addressing these limitations, brands are featuring OWS models with Spatial Audio, Hi-Res Audio and ENC.”
Looking ahead, India’s TWS shipments are expected to decline by 4% YoY in 2026 due to limited growth from first-time users, partly offset by festive portfolio refreshes and aggressive discounts. In contrast, OWS devices are expected to grow over 50% YoY, with accelerating new launches and strong long-term potential driven by comfort and rising demand for extended and outdoor content consumption. We believe replacement purchases will continue to support the category, given the compact size, fast charging and wireless convenience of TWS devices. Integrating adaptive AI features and coordinated smartphone–TWS launches are expected to encourage consumers to purchase earbuds alongside their smartphones and strengthen adoption within brand ecosystems.
