New Delhi: India's wearables firms are tapping into international markets and expanding to higher price segments to sustain growth amid declining sales in the country, said industry executives and market trackers.
Companies such as Boat, Noise and Fire-Boltt-which design and manufactures electronic devices such as smartwatches, fitness trackers and smart glasses that are worn on the body-are actively pursuing global expansion, starting with Southeast Asia, the UAE and Europe, where they have tied up with local distributors and are exporting products from India.
" Indian wearable brands are scaling up their presence in global markets where the demographics are similar to India. Some are even targeting regions like Europe where there is demand for low-cost wearables," said Anshika Jain, senior research analyst, Counterpoint Research.
These firms are currently in an early, exploratory phase where they are testing waters before ramping up, she said, adding, "They are not yet pushing large volumes. It is too early to determine if this strategy will successfully offset the decline they are facing in the Indian market." Overseas sales account for less than 5% of the total revenue of these companies, according to Counterpoint Research.
As per research firm IDC, India's wearable device market declined 6.3% year-on-year in the first half of 2025 to 51.6 million units. The April-June quarter marked the fifth consecutive quarterly decline, dragged by lower shipments of smartwatches. The earwear category saw a fall of 1.2% year-on-year during the quarter, IDC said.
Noise co-founder Amit Khatri said expanding presence in international markets is a key strategy for future revenue growth. "The goal is to see if international markets can serve as a lever for increasing our revenues," he said.
The wearable brand, which leads the market for smartwatches in India, has expanded its presence in overseas markets starting with the Gulf Cooperation Council region, the UK and European Union through major retail outlets such as Virgin Mega stores in Dubai, Selfridges in London and Printemps in Paris.
Similarly, Boat has targeted regions such as West Asia, Southeast Asia and SAARC countries including Sri Lanka, Nepal and Bangladesh, where they are selling their core categories with a digital-first approach.
Others like Fire-Boltt have expanded their presence in Vietnam and Singapore, while GoBoult aims to enter the US, Europe, Southeast Asia and East Asian markets.
"India-based vendors such as Boat, GoBoult, Noise and Fire-Boltt have already begun exploring international markets along with various other brands as domestic enthusiasm for wearables shows signs of slowing," said Vikas Sharma, lead, wearable devices, IDC India.
Sharma said that these overseas markets have long been dominated by traditional smartphone makers. Indian brands have a promising opportunity to disrupt with their signature mix of affordability and accessible technology.
"India already operates with the lowest ASP (average selling price) for smartwatches and TWS (True Wireless Stereo, or wireless earbuds) devices globally, giving these companies a strong competitive edge over established international players," Sharma said.
Companies such as Boat, Noise and Fire-Boltt-which design and manufactures electronic devices such as smartwatches, fitness trackers and smart glasses that are worn on the body-are actively pursuing global expansion, starting with Southeast Asia, the UAE and Europe, where they have tied up with local distributors and are exporting products from India.
" Indian wearable brands are scaling up their presence in global markets where the demographics are similar to India. Some are even targeting regions like Europe where there is demand for low-cost wearables," said Anshika Jain, senior research analyst, Counterpoint Research.
These firms are currently in an early, exploratory phase where they are testing waters before ramping up, she said, adding, "They are not yet pushing large volumes. It is too early to determine if this strategy will successfully offset the decline they are facing in the Indian market." Overseas sales account for less than 5% of the total revenue of these companies, according to Counterpoint Research.
As per research firm IDC, India's wearable device market declined 6.3% year-on-year in the first half of 2025 to 51.6 million units. The April-June quarter marked the fifth consecutive quarterly decline, dragged by lower shipments of smartwatches. The earwear category saw a fall of 1.2% year-on-year during the quarter, IDC said.
Noise co-founder Amit Khatri said expanding presence in international markets is a key strategy for future revenue growth. "The goal is to see if international markets can serve as a lever for increasing our revenues," he said.
The wearable brand, which leads the market for smartwatches in India, has expanded its presence in overseas markets starting with the Gulf Cooperation Council region, the UK and European Union through major retail outlets such as Virgin Mega stores in Dubai, Selfridges in London and Printemps in Paris.
Similarly, Boat has targeted regions such as West Asia, Southeast Asia and SAARC countries including Sri Lanka, Nepal and Bangladesh, where they are selling their core categories with a digital-first approach.
Others like Fire-Boltt have expanded their presence in Vietnam and Singapore, while GoBoult aims to enter the US, Europe, Southeast Asia and East Asian markets.
"India-based vendors such as Boat, GoBoult, Noise and Fire-Boltt have already begun exploring international markets along with various other brands as domestic enthusiasm for wearables shows signs of slowing," said Vikas Sharma, lead, wearable devices, IDC India.
Sharma said that these overseas markets have long been dominated by traditional smartphone makers. Indian brands have a promising opportunity to disrupt with their signature mix of affordability and accessible technology.
"India already operates with the lowest ASP (average selling price) for smartwatches and TWS (True Wireless Stereo, or wireless earbuds) devices globally, giving these companies a strong competitive edge over established international players," Sharma said.
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