India’s audio accessory market is booming, but too often, the conversation revolves only around premium pricing. This is where Truke is making a big difference and has taken a different path of delivering premium features at affordable price points. Over the years, Truke has emerged as a homegrown challenger brand committed to bridging the gap between cutting-edge audio technology and real-world affordability.
From its roots in the Indian market, Truke has been focused on one core mission: delivering reliable, feature-rich earphones, neckbands, and true wireless earbuds that don’t compromise on quality or performance.
Pankaj Upadhyay, Founder and CEO, Truke speaks with Zia Askari from TelecomDrive.com about the company’s journey so far and its future plans.
Please share your thoughts on the evolving landscape of the audio accessory industry in India?
According to Counterpoint Research, India’s TWS market grew 4% year-on-year in Q1 2025, while the premium segment priced above ₹5,000 expanded by over 1.4x, reflecting a clear shift toward premiumisation. Consumers are increasingly prioritizing features such as Active Noise Cancellation (ANC), superior battery life, low-latency performance, and enhanced design over purely price-driven purchasing decisions.
Consumers today are moving beyond price sensitivity and actively seeking a balance between affordability and premium features like ANC, better battery life, and enhanced design. This shift is accelerating innovation across the industry.
For Truke, this evolution presents a strong opportunity to bridge the gap between premium functionality and accessible pricing, enabling wider adoption across Bharat.
What are some of the key trends that would impact the growth of the sector in near future?
Several key trends are expected to shape the future of the audio accessories industry in India:
- Premiumization at affordable price points: Consumers increasingly expect flagship-like features in mid-range products.
- AI-led audio experiences: Personalized sound tuning, adaptive noise cancellation, and intelligent voice enhancements will gain traction.
- Gaming-centric audio demand: With mobile gaming on the rise, low-latency and immersive sound experiences are becoming critical.
- Open-ear and comfort-driven designs: OWS and ergonomic innovations are gaining popularity among users seeking all-day comfort.
- Make-in-India and localization: Growing focus on indigenous manufacturing and supply chain optimization.
- Omnichannel buying behavior: Seamless integration of online discovery and offline experience.
These trends indicate a clear shift from commoditized products to experience-driven audio solutions.
How has been Truke’s journey so far and milestones in the Indian market as a bootstrapped brand?
Our journey has been defined by a clear focus on delivering high-quality audio products at accessible price points while scaling sustainably without external funding. Operating as a bootstrapped brand has enabled sharper control over product strategy and customer value.
Key milestones include:
- Building a strong presence in India’s competitive TWS segment
- Expanding across categories including wireless, wired, and emerging formats like OWS
- Establishing a growing consumer base through digital-first distribution
- Strengthening positioning in the affordable premium segment
- Achieving shipment volumes of nearly 1,17,000 units per month
- Closing FY25 with a revenue of over ₹65 crore
- Expanding the current portfolio to 23 SKUs across categories
How do you look at the role e-commerce platforms play in shaping consumer buying behaviour in the audio accessories space?
E-commerce has played a huge role in how people discover and buy audio products today. It has made it much easier for brands like Truke to reach customers across the country.
Most consumers now check reviews, compare features, and even watch videos before making a decision. So, it’s not just about pricing anymore—it’s about how clearly you communicate value.
It also helps brands understand what’s working and what’s not, and improve products faster based on real feedback.
What are some of the key innovative technologies powering Truke’s audio products and SKUs?
The focus has been on bringing in useful features that genuinely improve the experience, without overcomplicating things.
Some of the key technologies include ANC and ENC for better call and sound clarity, low-latency modes for gaming, and efficient chipsets that help with connectivity and battery life. There’s also work happening around AI-led enhancements to make audio more adaptive and personalized.
At the same time, a lot of attention goes into design and comfort, because people are using these devices for longer hours now.
Please share your growth strategies and projections for FY26?
The aim for FY26 remains on strengthening product innovation, expanding category presence, and enhancing brand perception in the affordable premium segment.
Key priorities include:
- Expanding into emerging categories such as OWS and AI-enabled audio devices
- Launching new products including Clips, OWS, and Power Banks
- Driving premiumization while maintaining competitive pricing
- Deepening presence across e-commerce platforms
- Improving supply chain efficiencies and localization
- Strengthening the existing portfolio of 23 SKUs
Following strong growth in FY25 with revenues crossing ₹65 crore, we expect to cross ₹100 crore in revenue in FY26, driven by category expansion, stronger consumer demand, and continued focus on feature-led innovation. These efforts are aligned with the broader vision of building a strong consumer-focused audio brand driven by innovation, accessibility, and evolving user preferences.
