BOULT brand has recorded an impressive 46% year-on-year growth in Q1 2025, according to the latest India TWS Market Report by Counterpoint Research. With key differentiators like sharp product innovation, competitive pricing, and a robust Direct-to-Consumer (D2C) push, BOULT continues to cement its position among India’s most preferred audio brands.
Over the past three years, BOULT’s revenue has surged from INR 200+crores in FY22 to approximately INR 800 crores in FY25 due to its aggressive market strategy and deep consumer connect. Around 85-90% distributed across Amazon, Flipkart, and emerging quick-commerce platforms with the remaining 10-15% of its sales are driven through its D2C website and offline channels.
The Counterpoint Research report highlighted BOULT’s strategic focus on quality, affordability, and cutting-edge technology as key drivers behind its stellar performance.This report by the premier market analysis organisation comes hot off the heels of a recent report by the International Data Corporation, that similarly highlighted the brand’s rapid ascent in the competitive True Wireless Stereo (TWS) market. With the introduction of its Mustang series and aggressive offline expansion, BOULT is reshaping the landscape of the Indian audio segment, challenging established players and setting new standards
“For us, this recognition is significant, because even in the face of mounting challenges in the sector, we’ve been steadfast on pricing, bullish on great design, and excited about innovation. Strong product fundamentals have been coded into our DNA since inception, and have won us love from our customers over the years. This milestone only encourages us to keep our momentum strong, and continue breaking through the clutter within the TWS space.” said Varun Gupta, Co-Founder, BOULT.
BOULT’s 46% surge stands out amidst the broader market, in comparison to its contemporaries. This shift in consumer preferences has been swiftly met by BOULT’s ability to rapidly capture market share through strategic product launches and enhanced customer engagement.
The brand’s emphasis on robust distribution, coupled with innovative designs and India-focused engineering, has been key to its success. BOULT’s Mustang series, with its premium build and superior sound quality, has quickly become a favorite in urban metropolitans, as well as in rising segments across both Tier II and Tier III markets. The brand’s focus on solving real customer pain points—such as sound lag during gaming, poor fit during active use, and subpar call quality, has strengthened its standing as a consumer-first brand.
With plans for further expansion, deeper technological integration, and strategic cost optimizations, the brand is well-positioned to lead India’s TWS market. BOULT’s streamlined inventory planning and automated pricing strategies have maintained its profitability amidst fierce competition.
While headline market growth appears flat, the underlying trend points to a more discerning consumer base that prioritizes quality and experience. Users are increasingly starting to demand feature rich products such as Active Noise Cancellation (ANC), AI enhancements, and spatial audio—even in mid-range price bands. In step with these market evolutions, BOULT has successfully aligned its offerings to meet these preferences with both an accessible price point, and premium offering.
