In 2024, boAt continues to dominate India’s wireless earbuds market with a solid 33% share, according to Counterpoint Research. Despite slower market growth, boAt has retained its leadership position, with Boult and Noise following closely behind. While the market grew by 14% this year due to festive sales, budget-friendly pricing, and an increase in everyday use of earbuds, there are signs of a slowdown, including fewer new product launches and a shrinking number of first-time buyers.
Budget Earbuds Drive Growth as Chinese Brands Gain Market Share in 2024
Budget-friendly earbuds have been the key growth driver, particularly in the Rs. 1,500–Rs. 2,000 range, which saw a 52% year-over-year increase. Brands like HP, Poco, Vivo, and iQOO have entered this segment, while Xiaomi expanded its lineup. To stay competitive, brands are incorporating premium features such as active noise cancellation, transparency mode, and improved comfort. The overall sound quality, design, and gaming features of earbuds are also improving.
The market has surpassed $1.3 billion, with companies focusing on better battery life, faster charging, and AI-powered earbuds offering personalized sound and enhanced noise cancellation. Chinese brands are catching up, with a 33% increase in sales year-over-year, now holding 16% of the market share. Realme leads the charge with a 55% growth, thanks to its refreshed lineup. In contrast, global brands like JBL, CMF, and Apple are struggling, with a combined market share of just 6%.
Offline Sales Surge as Brands Focus on Physical Retail Outlets in Smaller Cities
Offline sales are growing faster than online sales, up 42% year-over-year. While online stores account for 75% of total sales, brands are increasingly focusing on physical retail outlets, especially in smaller cities, offering festive discounts, bundling deals, and bank offers to attract buyers.
