Festive demand, AI-led upgrades and feature-rich devices lifted India’s TWS market in late 2025, with Q4 shipments surging 12% YoY despite overall muted growth.
India’s true wireless stereo (TWS) market recorded a muted 1% year-on-year (YoY) shipment increase in 2025, according to a report by Counterpoint Research. The slowdown was attributed to a shrinking base of first-time buyers, though replacement demand supported volumes.
The report stated that a stronger performance was seen in the final quarter, with festive sales, refreshed product portfolios and AI-led upgrades driving 12% YoY growth, reversing the decline seen in Q4 2024.
Market leaders boAt, GOBOULT and Noise retained their positions but faced growing competition from Chinese brands. OnePlus and realme achieved their highest annual shipments, rising 21% and 22% YoY, respectively.
OnePlus expanded its offerings with AI-enabled features such as live translation, 3D audio and advanced noise cancellation, while realme strengthened its lineup with the Air and Techlife series.
Feature adoption accelerated, with active noise cancellation (ANC) devices growing 24% YoY and spatial audio expanding 67% YoY. Nearly 40% of models offering these features were priced between ₹1000 and ₹2000, reflecting wider accessibility.
Analysts noted that the increasing availability of high-resolution and immersive audio on streaming platforms is driving demand for advanced listening experiences.
Meanwhile, open-wear stereo (OWS) designs also gained traction, with shipments nearly quadrupling in 2025. More than 20 brands now offer OWS models, though the segment remains in early stages. CES 2026 highlighted global progress in sound quality and the introduction of open-ear ANC.
Offline channels grew 10% YoY, supported by experience stores and wider availability, while Flipkart led online sales and Amazon expanded entry-level offerings.
Looking ahead, India’s TWS market is projected to grow in low single digits in 2026. Analysts expect AI-driven features, gesture-based controls, and health-monitoring capabilities to shape consumer upgrades, signalling a shift towards more intelligent, experience-led audio devices.
