India Wearables Market Records Double-digit Growth in 1Q22, Says IDC India

The India wearables market shipped 13.9 million units in 1Q22, up 20.1% YoY (year-over-year) according to the recent data from the International Data Corporation’s (IDC) India Monthly Wearable Device Tracker. This growth can be attributed to new launches, discounts across channels, and aggressive marketing by brands.

The ASP of the overall category declined 17.1% YoY primarily due to a stronger decline in the ASP of watches. Watches continued to be the fastest-growing category shipping 3.7 million units with a growth of 173.0% YoY in 1Q22 (Jan-Mar).

Basic watches accounted for 95.1% of the overall watch category shipments. Aggressive competition at entry-level price points helped the basic watches grow 202.1% YoY, whereas the smartwatch shipments declined 4.2% annually. Furthermore, the ASP of the watches declined 41.5% YoY to reach $50.3 in 1Q22 compared to $86.0 in the same quarter last year. On the other hand, Wrist bands continued to decline annually for the 9th consecutive quarter. Overall wristwear (which includes watches and wrist bands) grew 87.5% yearly in 1Q22, with a total shipment of 4.0 million units.

The earwear category accounted for 71.3% of the overall wearables category; the true wireless stereo (TWS) devices grew to 48.3% from 34.2% in 1Q21, with a growth of 48.2% YoY. India wearables market records double-digit growth in January-March, BoAT, Noise on top.

Aggressive discounts, new features, and a strong push from brands and channel partners are encouraging consumers to upgrade and spend more on wearable watches. While dependence on devices like TWS and wearable watches is increasing, supply remains a concern for the industry. Intense competition in the sub $50 category is pushing all brands to offer competitive offerings in terms of pricing, features, and device design. The outlook for 2022 remains strong as wearables will try to attract users in Tier 2 and Tier 3 cities.

The healthy growth is attracting newer players to the market, as brands in the other devices and accessory space are entering. With the continuing push from the brands, 2Q22 (Apr-Jun) is expected to see healthy YoY growth. The aggressive offers, sales, and marketing around the festive season in 2H22(Jul-Dec) are expected to continue this growth momentum through the year for the wearable device categories. Another reason for growth, “With the PLI scheme for wearables announced by the government, key players in the ecosystem have begun foraying into local manufacturing of these devices and launching ‘Made in India’ products, possibly leading to further lowering of the ASPs.”

Dr. Deepak Kumar Sahu, President & CEO, VARINDIA