India Pushes Away Chinese Makes In Audio And Wearable Gadgets
China – Indian consumer tech brands are not scared to handle their most formidable opponent, China. It is now audio and wearable brands that are pushing the monster back. Previously, China had destroyed the morale of indigenous smartphone brands like Lava, Karbonn, Micromax, and Intex.
The indigenous ones to have captured the market now includes Boat, Noise, and Fire-boltt. Literally, all of them are now presenting a healthy mix of product, price, placement, and promotion in the country.
Chinese brands have been pushed out of the Indian market and the Indians are ruling the roost. As per data shared by the International Data Corporation (IDC), among the top five wearable brands, three spots have been taken by Indian brands.
The boat is primarily using online as its medium of sales and promotion and continues to follow that. According to the cofounder of BoAt, Aman Gupta, “Being a leader in the audio wearable industry, our audio products are rugged and equipped with a bass-heavy sound to give a euphoric audio experience.
Not only do we focus on quality products, but we also ensure that our ‘boAtheads’ don’t have to burn a hole in their pocket to join our tribe.” He also attributes the success to internet penetration and smartphone use along with the Covid-19 situation where every child was studying online and needed a pair of headphones for clear sound and concentrated study experience.
Homegrown Noise continues to be the leading player in the overall watch category for five straight quarters with a 28.6 percent share in the second quarter this year, closely followed by BoAt with a 26.9 percent share. The durability of Indian brands is at par with Chinese. With more sophisticated technology use and designing, customers are willing to try and experiment with the newer brands. The indigenous brands understand customer psychology and its marketing and even naming itself is to resonate with their millennial target audience.