BOULT, a rapidly expanding wearable technology brand in India, has earned the prestigious title of being the nation’s top-rated audio brand, according to a Cyber Media Research study on consumer preferences in smart hearables. BOULT garnered an impressive 96% preference in the TWS/Neckband segment, surpassing its closest competitors BoAt and Noise, which closely trailed at 90% and 84%, respectively.
In the dynamic Indian audio market, BOULT stands out as the preferred choice, leading the charge in this audio revolution. Neckbands are favored in the aspirational landscape of India, while TWS dominates in Tier 1 cities. On average, Indian consumers spend around INR 1510 on TWS/neckbands, compared to INR 1880 in Tier 1 cities. Noteworthy is BOULT’s distinction as the top-rated brand for TWS/neckbands, as per the study. India, at the forefront of direct-to-consumer (D2C) trends, exhibits a nearly equal split between offline and online channels for smart hearables, with online purchases slightly ahead, where BOULT leads with 55% of its sales originating from online platforms.
Moreover, BOULT boasts the highest usability appeal in the TWS/Neckband segment, with 30% of respondents preferring TWS and 31% favoring neckbands. Beyond its exceptional audio quality, BOULT’s allure lies in its striking and dynamic designs, coupled with its reputation as a robust and innovative brand.
Varun Gupta, Co-founder of BOULT, emphasized, “Our strategy revolves around integrating innovative design with top-tier audio performance. Our product lineup, ranging from True Wireless Stereo (TWS) to neckbands, resonates with modern consumer preferences, seamlessly blending style with functionality. BOULT’s success isn’t just about aesthetics; it’s about delivering substantial value. With an impressive 96% user satisfaction rate, BOULT is praised by customers for its unwavering commitment to excellence and exceptional quality at accessible prices. We are delighted to see that consumers are placing their trust in BOULT as their preferred brand, and we aim to maintain this trust.”
Discussing the survey findings, Prabhu Ram, Head of the Industry Intelligence Group (IIG) at Cyber Media Research (CMR), remarked, “The Indian smart hearables market is on an upward trajectory, driven by the convergence of three key elements: Affordability, Advanced features, and an increasing emphasis on Aesthetics.
This trend is evident in the growing demand for earbuds, particularly in Aspirational India, where youth seek a blend of sporty and classic designs alongside premium features offered at competitive prices. Audio brands like BOULT, which effectively cater to this fusion of style, value, and functionality, are poised to capture a significant share of this dynamic and discerning young demographic.”
Key insights from the study highlight the shift towards style-centric adoption in emerging markets like Tier 2 cities, where personal fashion preferences take precedence. Affordability remains a driving factor, with many consumers seeking high-quality features at budget-friendly rates.
Young Indian consumers prioritize stylish smart hearables, showing a preference for sporty designs (45%) and classic colors (28%) for an optimal mix of aesthetics and comfort. While sound quality remains crucial (53%), price (51%) and battery life (51%) hold equal importance for value-conscious young buyers. In the realm of TWS/neckbands, affordability is key.
BOULT emerges as a beloved brand among Indian youth, acclaimed for its outstanding audio performance (59%), dynamic design (56%), and inclusive brand image (49%).