Homegrown Brand boAt Becomes India's TWS Leader
Sailing through the pandemic, boAt ranked No. 1 as India's top choice in the True Wireless (TWS) earphones category as per the latest report by Counterpoint Research (Q3 CY2020).
Capturing 18.3% market share (in terms of volume) in the TWS Category (Q3, CY2020), boAt overtook brands like Xiaomi, Realme, JBL, Apple amongst others to rise to the top, according to the research firm - Counterpoint Research.
Congratulating boAt, Shilpi Jain, Analyst at Counterpoint Research said, "Home-grown brand boAt rose to the number one position in India’s TWS market in Q3 2020. Aggressive marketing backed with strong product line-up at affordable prices worked in its favor.
Its Airdopes 441 model became the second best-selling model in Q3 2020 with its features like water resistance and up to 25 hours battery life coming at an affordable price point".
Aman Gupta, co-founder of boAt, said on this rise, “Being an Indian brand boAt understood the requirement of its TG i.e. the millennials who cannot be influenced through traditional marketing strategies but through quality experience.
The Counterpoint report is a result of our commitment towards boAtHeads to provide them a product that isn't just fashionable and aspirational but affordable.
With an aim to become a global lifestyle brand, this is a step ahead to innovate and expand our portfolio to offer technology solutions that are aligned with the changing consumer desires and consumption patterns."
Breaking all records, boAt Lifestyle saw a 385% growth as compared to Q2 CY2020 in TWS category, with a 20% surge in demand for its products in COVID times.
This is definitely a testament to the exciting times ahead for home-grown brand boAt.