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Wednesday, September 22, 2021

Boat continues to be the India’s favourite true wireless earbuds brand: Here’s how it did in Q2 2021

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Boat — the homegrown consumer electronics brand — has again emerged as the market leader of the Indian Truly Wireless Studio (TWS) market at the end of Q2 2021, according to a report by Counterpoint Research. As per the report, this is the fourth successive quarter in which the company has maintained its lead in the country, delivering a 426% YoY growth.
In this quarter, Boat captured 37% share of the total TWS shipments in the country.
The report attributes reasons like aggressive marketing, celebrity endorsements and ‘value for money’ offerings for the company’s continuous growth.
Boat’s Airdopes 701, Airdopes 281 Pro and Airdopes 481V2 helped the brand to maintain a dominating position in the Indian TWS market, as per Counterpoint Research. “Pushing the inventory for its popular model Airdopes 131 during Flipkart’s Big Saving Days sale in Q2 was another driver for its growth,” it added.
India’s TWS market Q2 2021: Trends
Overall, the country’s TWS market witnessed 68% YoY growth during the second quarter of 2021 and this was driven by new launches in the affordable price segment along with improved features.
The report also highlights that over 40 brands entered this market since 2020 and how more brands — including Nothing, Dizo, Micromax — have recently made an entry “across price tiers to grab a larger share of this untapped market.”
When it comes to price, the share of Rs 1,000-Rs 2,000 price band grew to 60% of the overall shipments in Q2 2021 compared to 25% in the same quarter last year.
After Boat, BBK-owned brands OnePlus and Realme landed at second and third positions respectively in Q2 2021. These brands are said to be leveraging their existing smartphone user base to grow their presence in the TWS market.
Noise had a 117% YoY growth and landed at the fourth spot while pTron stood at fifth place.

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