IDC, Retail News, ET Retail

The Indian wearable market grew 93.8% year-on-year in the July-September 2021 quarter, shipping 23.8 million units, according to data from IDC India. Despite the logistical challenges and increasing transportation costs, suppliers remained aggressive in their shipments and were able to manage inventory for the festival’s sales for a month ahead, IDC said.

Shipments in September topped 10 million, doubling from the same month last year, resulting in a record quarter for wearable devices in India, he added.

Watches continued to be the fastest growing category with 4.3 million shipments in the third quarter, while bracelets saw a seventh consecutive quarter of annual decline to 738,000 units, IDC said.

True wireless devices (TWS or headphones) achieved a 39.5% share of the headphone segment (18.73 million units shipped) in the quarter under review, but the market remains dominated by supra-wireless devices. auricular and captive, he added.

“While seasonality made T321 the biggest quarter for wearable devices, the influx of entry-level devices was the main driver of growth. Throughout the quarter, Indian suppliers have been aggressive with their launches and channel expansion, ”IDC India Market Analyst (Client Devices) said Anisha Dumbre.

The aggressive intention to maintain their lead helped them further reduce the average selling price of the watches to $ 73, putting enormous pressure on a struggling strap category, she added.

IDC said India-based brands have captured more than two-thirds of the watch market with their aggressive offerings and marketing spend on digital platforms.

Noise maintained its lead for the sixth consecutive quarter with a 26% market share in the third quarter, followed by Boat with a 23.1% market share. Fire-Boltt replaced Huami for third position as his share jumped to 15.3%, while Realme took fourth position (7.3%) and Amazfit settled in fifth position (4.8 %).

“So far, these new era brands have succeeded in limiting the ability of incumbent smartphone brands to curb their growth and continue to dominate the wearable and wristband categories,” said Dumbre, referring to the smartphone companies’ foray into wearables. segment.

Headphones category – which includes TWS, neck bands, and over-ear wireless headphones – saw 77.9% year-over-year growth in the September quarter with 18.7 million units shipped .

Boat continued to lead the segment with a 48 percent share (9 million units), followed by Realme (8.5 percent share), OnePlus (7.2 percent), Samsung (5.3 percent) cent) and Ptron (3.7 percent)

A total of 7.4 million TWS devices in the headphone category were shipped, growing 70.5% year-on-year in the third quarter. As gamers continued to aim for entry-level prices, 86.4% of TWS devices are now below $ 50. Boat also leads the TWS category with a 37.3% share in the said quarter.

The proliferation of new entrants into the mass market segment has increased competition, putting great pressure on brands to differentiate themselves in a market that is inundated with similar products, said Jaipal Singh, research director at IDC India (client devices).

“Celebrity mentions are a key tactic for brand recall. However, to maintain momentum for growth, they need to invest more in new designs and aesthetics, as well as new collaborations with existing franchises,” a- he added.

This can help create unique product experiences that will not only help partner with new customers, but can also open up new avenues for selling those products, he said.