As consumption soars, brands scour the sound cloud for a premium pitch

As consumption of wearables soars in the country, brands look at ways to build premium niches in the growing mass market for audio devices

With consumption patterns and lifestyle choices rolling down the millennial track, the market for wearable devices in the country is growing at breakneck speed. From fitness devices to hear-ables, consumers have plumped for smart gadgets with increasing fervour and in larger numbers and brands, having flocked in and crowded up the sector, are now looking at ways to score higher margins and lure buyers into big ticket purchases. 

From large national and global names such as Titan, Xiaomi, Samsung among others and scores of small start-ups in fitness, audio and health, all are pitching for a  slice of the wearables market.