'However, they need to be watchful of the China-based brands, who going forward will be aggressive by introducing more sub-brands and leveraging the ecosystem play,' Dumbre added.Д«oat's aggressive shipments and diverse portfolio helped it gain 45.5 per cent share in the earwear category (and 39.6 per cent share of the True Wireless Stereo (TWS) or earbuds segment) in the June quarter, IDC said. This new generation of homegrown brands are digitally native, aware of their limitations and selectively targeting the gaps.

'Affordability has been the key for Indian brands, and these brands have been immensely successful in gaining a significant portion of the watch market with competitive pricing, aggressive marketing, and faster adoption of new features,' Anisha Dumbre, Market Analyst (Client Devices) at IDC India, said. Xiaomi maintained the numero uno spot in the wristband category with 38.9 per cent share, followed by Oneplus (21.7 per cent) and Titan 21.3 per cent share. Fire-boltt, another homegrown brand, entered at fourth position in just three quarters of starting its business in this category. Noise continues to be the leading player in the overall watch category for five straight quarters with a 28.6 per cent share in Q2 2021,' it added.Д«oat ranked second with 26.9 per cent share. 'Among the top five (watch) brands, three spots are captured by Indian brands, while Huami (Amazfit) and Realme are at third and fifth positions, respectively. IDC said over the quarters, the watch form factor seems to be appealing to the consumers, and Indian brands have been quicker to leverage this trend and align their device portfolio. The earwear category also maintained its momentum, doubling its shipments in the June quarter and remains the largest category (in terms of number of units shipped) in the wearables market in India.ДЄs per the data, earwear category logged shipment of 9.2 million units, wrist band was 372,000 units and watch 1.6 million units in the June 2021 quarter. Watches continued to be the fastest-growing category accounting for 81.2 per cent share in the wristwear category that includes watches and wristbands - up from 35 per cent a year ago.

Threat of new entrants wearables