India’s wearables market decline for the first time as smartwatch shipments fall

• The Indian wearable market has declined by 10% in Q2 2024, its first ever decline.
• The smartwatch segment has recorded a huge decline in shipments in Q2 2024.
• The earwear segment has remained flat, while the smart ring segment is going strong.

The Indian wearables market has declined for the first time ever, recording a 10% decline in shipments in Q2 2024. India’s wearables market shipped 29.5 million devices in Q2 2024.

According to a report by the International Data Corporation, the first half of 2024 also reported a decline of 4.7%, with 55.1 million units shipped during the first six months.

The decline in shipments includes cautious inventory stocking by the vendors looking to clear existing stock and fewer new launches in the market.

Smartwatch shipments decline

The smartwatch category recorded a decline of 27.4% as shipments declined from 12.77 million devices in Q2 2023 to 9.27 million in Q2 2024. As per the report, innovation exhaustion and existing channel inventory of older models were the key reasons for the decline in shipments. The Smartwatch average selling price (ASP) dropped to $20.6 from $25.6 a year ago due to discounts being offered to clear inventory.

The wristband category however continued to grow, recording a 23.4% growth in shipments.

The earwear category remained flat, with a 0.7% shipment growth from 19.95 million in Q2 2023 to 20.09 in Q2 2024.

Ultrahuman leads the smart ring segment

The smart ring market has started making its mark, with over 72 thousand smart rings shipped in Q2 2024 with an ASP of $204.6. Ultrahuman leads the market share in the smart rings segment with a market share of 48.4%, followed by Pi Ring at 27.5% and Aabo with a 10.5% share.

Smartwatch market share in India

Company	Q2 2024	Q2 2023
Noise	25.7%	27.6%
Fire-Boltt	24.2%	23.8%
boAt	11.6%	15.2%
Titan	7.9%	3.4%
Boult	3.9%	3.4%

Source: IDC

The top two companies, Noise and Fire-Boltt enjoy nearly half of the market share, with Noise leading the segment with a 25.7% market share and Fire-Boltt a close second at 24.2%.

TWS market share in India

Company	Q2 2024	Q2 2023
boAt	34%	35.3%
Boult	12.9%	9.6%
Noise	9.2%	6.6%
Oppo + OnePlus	7.4%	8.5%
Realme	6.4%	4%

Source: IDC

boAt has emerged as the market leader in the TWS segment in Q2 2024 despite a decline in its market share. The company leads the market with a 34% market share, with Boult a distant second with a 12.9% market share.

Online channels continue to be the preferred mode

Online channels continued to be the preferred mode with their share increasing to 63.4% in Q2 2024 from 62% in Q1 2024.

“The offline channel remains underutilised, often serving merely as a means for brands to offload excess inventory. Due to cost pressures, many brands are shifting their focus toward e-tailer channels, particularly during festive periods. While several smaller brands rely on offline channels, the major players remain heavily dependent on online channels,” said Anand Priya Singh, Market Analyst, Smart Wearable Devices, IDC India.

Average selling price falls

The average selling price (ASP) of wearables declined to a new low, falling by 0.3% from $21 to $18.8 in Q2 2024.

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