Market research firm Counterpoint Research recently stated in a report that India’s true wireless stereo (TWS) headphone shipments declined 2% year-on-year in the first quarter of 2026, mainly due to slower growth of first-time buyers in urban areas. Major brands are streamlining their product portfolios, and market growth is increasingly driven by replacement and upgrade demand. To sustain consumer demand, brands are expanding product lines through targeted feature upgrades, delivering compelling value in entry-level offerings while maintaining clear differentiation in the high-end segment.
Meanwhile, a premiumization trend is gaining momentum, fueled largely by replacement demand. The average selling price rose 9% year-on-year in Q1 2026. OnePlus, Apple and Samsung together capture nearly 70% market share in the price segment above 5,000 Indian rupees. Growing consumer trust in smartphone brands is steering high-end purchasing decisions toward ecosystem-oriented products, with greater emphasis on seamless integration, AI-powered personalized experiences, and distinctive differentiators such as gaming spatial tuning, built-in equalizers, health-tracking functions and premium industrial design.
Counterpoint noted that the number of new TWS product launches in India doubled from over 30 models in Q1 2025 to more than 60 in Q1 2026, extending the product refresh cycle following the 2025 festive season. As battery playback duration has become a basic consumer requirement, major brands are shifting focus to experience-driven features, including high-resolution audio, multi-device connectivity and immersive sound. At the same time, manufacturers are experimenting with new earbud form factors such as open-ear hook designs, and increasing investment in in-house designed and limited-edition products to strengthen product differentiation.
Looking ahead, Counterpoint Research projects India’s TWS headphone market will maintain an annual growth rate of 2% in 2026, driven by rising digital content consumption and growing scenario-based upgrade demand. Brands are expected to gradually adopt Edge AI technology to deliver real-time, immersive and highly context-aware audio personalization with substantially reduced latency. The market may also see emerging hybrid form factors such as integrated smartwatch and earbud combinations, along with increased bundled sales with smartphones and other devices during festive seasons.
(Reprinted from https://news.eccn.com/）