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Navigating the Shifts in India’s Wearable Market: An In-Depth Analysis


The Indian wearable market is undergoing a significant transformation, marked by a notable decline in smartwatch shipments and a surge in true wireless stereo (TWS) and emerging wearable categories. According to the International Data Corporation’s (IDC) India Monthly Wearable Device Tracker, the first quarter of 2024 has brought to light a pivotal moment for the industry. As smartwatch shipments decline for the first time since 2018, the sector faces both challenges and opportunities that will shape its future trajectory.

The Decline of Smartwatch Shipments

In Q1 2024, smartwatch shipments in India dropped to 9.6 million units from 10.3 million units in Q1 2023, marking a 7.3 percent year-on-year (YoY) decline. This downturn contrasts sharply with the steady growth seen over the past several years and signals early signs of a potential market slowdown.

Causes of Decline

Several factors contribute to this decline:

  • Excess Inventory: The market is grappling with leftover inventory from the festive sales in late 2023, leading to reduced demand for new stock. The festive season typically sees a spike in sales due to heavy discounts and promotions, but the high volume of unsold stock has created a glut in the market. Retailers and manufacturers now face the challenge of moving this excess inventory before they can introduce new models.
  • Fewer New Launches: 2024 has seen fewer new smartwatch models, limiting options for consumers seeking the latest features. The reduction in new product launches can be attributed to several factors, including supply chain disruptions, increased production costs, and strategic shifts by manufacturers who are focusing on refining existing models rather than introducing entirely new ones.
  • Limited Innovation: Vendors struggle to entice customers with upgrades due to a perceived lack of innovation and novelty in newer models. Many consumers feel that the new features offered in recent models are incremental rather than revolutionary. As a result, they are less motivated to upgrade from their current devices.

Impact on Market Dynamics

The decline in smartwatch shipments has several implications for the overall market dynamics. It affects the revenue streams of manufacturers, alters consumer purchasing behavior, and influences the strategies of retailers and marketers.

  • Revenue Streams: Smartwatches have been a significant revenue driver for many technology companies. A decline in shipments directly impacts their revenue, prompting companies to seek alternative sources of income. This shift may lead to increased investments in other wearable categories or diversification into new product lines.
  • Consumer Behavior: With fewer new models and less innovation, consumers may hold onto their existing devices longer. This change in behavior can slow down the overall market growth and create challenges for manufacturers who rely on frequent upgrade cycles to drive sales.
  • Retail Strategies: Retailers must adapt their strategies to manage excess inventory and maintain profitability. This situation may result in more aggressive discounting, bundled offers, and extended warranty promotions to incentivize purchases.

Market Shifts and Opportunities

While the smartwatch segment faces hurdles, the TWS and emerging wearables categories present substantial growth opportunities.

TWS Segment Growth

The TWS segment experienced a significant increase in shipments, rising from 14.6 million units in Q1 2023 to 15.8 million units in Q1 2024. This growth underscores a shift in consumer preferences towards more portable and versatile audio solutions.

Factors Driving TWS Growth

Several factors contribute to the robust growth of the TWS segment:

  • Consumer Demand for Portability: The modern consumer values portability and convenience, which TWS devices offer in abundance. The elimination of wires and the compact design of TWS earbuds make them an attractive choice for people on the go.
  • Technological Advancements: Advancements in Bluetooth technology, battery life, and sound quality have significantly enhanced the user experience of TWS devices. Features such as active noise cancellation, touch controls, and voice assistant integration have made these devices more appealing.
  • Price Accessibility: The entry of new players and increased competition has led to a wide range of TWS products at various price points. This price accessibility has expanded the market, making TWS devices affordable to a broader audience.
  • Leading Brands in TWS: Several brands have emerged as leaders in the TWS market in India. Boat, Noise, Fire-Boltt, and Boult are among the top brands, each offering a diverse range of products that cater to different segments of the market.

Emergence of New Wearable Categories

The most dramatic growth occurred in the new wearables categories, particularly smart rings and smart glasses. Shipments in these categories skyrocketed from a mere 100 units in Q1 2023 to almost 69,000 units in Q1 2024, a staggering growth of 46,399.3 percent.

Factors Driving Growth in New Wearable Categories

The emergence of new wearable categories can be attributed to several factors:

  • Innovation and Novelty: New wearable categories offer unique features and functionalities that appeal to tech-savvy consumers. Smart rings and glasses, for example, provide discreet and convenient ways to monitor health metrics and stay connected.
  • Health and Wellness Trends: The growing focus on health and wellness has driven demand for wearables that can track fitness and health metrics. Smart rings, in particular, are popular for their ability to monitor sleep, heart rate, and activity levels without being obtrusive.
  • Fashion and Lifestyle Integration: New wearables are often designed with fashion and lifestyle considerations in mind. Their sleek and stylish designs make them attractive accessories that blend seamlessly with everyday wear.

Key Players in Emerging Categories

  • Smart Rings: Ultrahuman leads the market with a 43.9 percent share, followed closely by Pi Ring with 40.1 percent.
  • Smart Glasses: The smart glasses segment is still in its nascent stages, but companies like Bose, Google, and Huawei are making significant strides with innovative products.
  • Top Vendors: Boat, Noise, Fire-Boltt, Boult, and Oppo collectively hold 59.9 percent of the market share across all wearable categories.

The Competitive Landscape

Despite the challenges in the smartwatch segment, Boat has emerged as the top overall wearable brand in Q1 2024, capturing a 23.9 percent market share. This achievement places Boat ahead of other prominent brands like Noise, Fire-Boltt, and Boult.

Strategies of Leading Brands

Leading brands in the wearable market employ various strategies to maintain their competitive edge:

  • Product Diversification: Brands are expanding their product portfolios to include a variety of wearable devices. By offering a range of products, from smartwatches and fitness trackers to TWS earbuds and smart rings, they cater to diverse consumer needs.
  • Innovation and R&D: Investment in research and development is crucial for staying ahead in the competitive wearable market. Brands are focusing on developing new technologies and features that enhance user experience and address emerging consumer trends.
  • Marketing and Branding: Effective marketing and branding strategies help build brand loyalty and attract new customers. Brands like Boat and Noise leverage social media, influencer partnerships, and targeted advertising to reach their audience.
  • Customer Engagement: Engaging with customers through personalized experiences, excellent customer service, and community building initiatives fosters loyalty and encourages repeat purchases. Brands that prioritize customer satisfaction are more likely to retain their market position.

Future Outlook

The evolving dynamics of the Indian wearable market present both opportunities and challenges. As consumers increasingly demand multifunctional, innovative devices, brands must adapt swiftly to meet these needs. The rise of new wearable categories indicates a broader shift towards more specialized and diverse tech solutions, offering a promising avenue for growth.

Growth Projections

The Indian wearable market is expected to continue growing, driven by technological advancements, increasing health consciousness, and rising disposable incomes. While the smartwatch segment may face short-term challenges, the overall market is poised for expansion.

  • Smartwatches: Despite the current decline, the smartwatch segment has the potential for recovery. Innovations in health monitoring, connectivity, and battery life could reignite consumer interest. Additionally, collaborations with fashion brands and integration with other smart devices could enhance the appeal of smartwatches.
  • TWS and Audio Wearables: The TWS segment is likely to see sustained growth as consumers prioritize portability and audio quality. Future innovations may include enhanced noise cancellation, longer battery life, and improved sound quality.
  • Emerging Wearables: Smart rings, glasses, and other emerging wearables will continue to gain traction. These devices offer unique functionalities that cater to specific consumer needs, such as health tracking and augmented reality experiences.

Strategic Recommendations

To capitalize on the opportunities and navigate the challenges, wearable brands should consider the following strategies:

  • Focus on Innovation: Investing in research and development to create innovative products with unique features will help attract and retain customers. Brands should explore advancements in health monitoring, connectivity, and user interface design.
  • Enhance Customer Experience: Providing excellent customer service, personalized experiences, and engaging marketing campaigns can build brand loyalty. Brands should leverage data analytics to understand customer preferences and tailor their offerings accordingly.
  • Diversify Product Offerings: Expanding the product portfolio to include a variety of wearable devices can help capture different segments of the market. Brands should explore opportunities in emerging categories such as smart rings and glasses.
  • Strengthen Supply Chain: Developing a resilient supply chain that can withstand disruptions is crucial for maintaining consistent production and inventory management. Brands should invest in supply chain optimization and risk management strategies.
  • Foster Partnerships: Collaborating with technology companies, healthcare providers, and fashion brands can enhance product offerings and reach new customer segments. Partnerships can also facilitate innovation and product development.


The decline in smartwatch shipments signals a critical juncture for the Indian wearable market. By leveraging the growth in TWS and new wearable categories, brands can navigate this transition effectively. The future of wearables in India will be shaped by how well companies can innovate, manage their inventories, and diversify their product offerings to meet the evolving demands of consumers.

* All images created with Microsoft Co-Pilot

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