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For the founders of audio and accessories brand boAt, charting the way for other Indian entrepreneurs is their biggest achievement - Issue Date: Jan 21, 2024

The smartwatch segment is being treated as part of the fast-moving fashion and lifestyle industry, though it is a technology segment, and brands are caught in a vicious cycle of high-speed launches at low prices with minimal changes, while spending more on marketing, to stay abreast, industry executives said.

Smartwatch Brands: This cycle will hurt brands that are in the business of trading, where they place big orders to original device makers in China which keep coming up with new products, and sell them in India at a slight markup, making some to exit or pivot to other segments this year as profits start to dry up, he said.

Prices of wearables such as smartwatches, bluetooth headphones and earbuds, and wristbands have crashed to an all-time low due to intense competition and deals such as buy one, get one free, companies and researchers said.

Earbuds start at Rs 400 and smartwatches at Rs 999 for frontline brands, about half of what they were a year ago, companies and researchers said. Although sales are rising, companies arent able to clear out stock fast enough, they added.