The State of India’s Wearables Market
There was some concern earlier this month when data from the International Data Corporation’s (IDC) India Monthly Wearable Device Tracker indicated a 10% decline in the wearables market for the second quarter of the year. Smartwatches saw a significant 27.4% decline, which pulled down the overall numbers. However, the earwear segment, which includes true wireless earbuds (TWS), remained stable with a slight 0.7% growth.
Dominance of Indian Brands
Indian brands like BoAt, Boult, and Noise continue to dominate the budget true wireless earbuds space. Boult, with a 12.9% market share, saw a 47.1% year-on-year increase in shipments, while Noise, now holding 9.2% of the market, achieved 52% growth. These companies are not only focusing on budget-friendly options but are also gradually moving towards premium products. For example, Noise’s Buds Xero, priced at around ₹4,499, is a successful attempt at offering a more premium experience. Features like noise cancellation and extended battery life, once reserved for higher-end models, are now becoming standard even in budget options.
Challenges for Global Brands
The latest shipment figures could be a concern for global players like Xiaomi and OnePlus. Despite having large smartphone user bases, these brands have struggled to establish a strong foothold in the wireless earbuds market. Oppo and OnePlus, for instance, currently hold a combined 7.4% market share, a figure that has declined by 5.2% year-on-year.
New Entrants: OnePlus Nord Buds 3 Pro
OnePlus has introduced the Nord Buds 3 Pro at an attractive price of ₹3,299. These earbuds are designed with 12.4mm titanium-coated audio drivers, which deliver a sound signature emphasizing lower frequencies. This makes them ideal for listeners who enjoy up-tempo music. The earbuds also feature hybrid active noise cancellation rated up to 49 decibels, effectively reducing most ambient noise.
OnePlus earbuds are known to work best with their own smartphones, but they also perform well with other Android devices. The Nord Buds 3 Pro come with an IP55 rating for water and dust resistance, and the charging case is designed to withstand extensive use. Overall, these earbuds offer great value for their price, especially for users looking for reliable performance and solid features.
Xiaomi Redmi Buds 5c: Affordable Yet Feature-Rich
Xiaomi’s Redmi Buds 5c, priced at ₹1,599, face stiff competition in the budget segment. Despite this, Xiaomi has equipped these earbuds with 12.4mm titanium audio drivers and active noise cancellation rated at 40 decibels. This makes them effective in blocking out common background noises like traffic or a TV playing in the same room.
The Redmi Buds 5c are also well-built, lightweight, and comfortable to wear. They have an IP54 rating for dust and water resistance, making them durable for everyday use. On a full charge, the earbuds provide around 6 hours of music playback with noise cancellation, and the case can recharge them up to five times before it needs recharging itself.
Conclusion: A Competitive Market
Both the OnePlus Nord Buds 3 Pro and Xiaomi Redmi Buds 5c offer compelling options for budget-conscious consumers. With their emphasis on design, features, and affordability, these new entrants are well-positioned to capture the interest of buyers in India’s highly competitive wireless earbuds market.