Landscape of Wearable Technology in India: A Quarterly Peer Reviewed Multi-Disciplinary International Journal

ABSTRACT

Wearable technology have emerged in the early 2000. Different devices embedded with sensors and analytical algorithms have been innovated, designed and delivered to consumers as unique value preposition to the niche market segment. But the adoption rate has been sluggish in the initial few years of the launch. In the prevailing turbulence of Covid environment worldwide, consumer attitude towards health and physical activities has undergone a lot of change. Moreover, pollution as a common hazard against health, has made people more concerned with the lifestyle, dietary-concern and physical activities. In addition to these concerns, the wide spread use of Information Communication and Technology, number of new digital products have been introduced in the market world wide. Marketers have explored new avenues to create value in the market of wearables, matching with the requirements of health conscious digizen/ netizen segment. Further, through repositioning the current market offerings, marketers can capture and increase the market share. In wearable segment smart watches, initially, launched by Apple as a lifestyle accessory can be made integral part of a healthy lifestyle. This research is aimed to classify product category falling under wearable and quantify market size and the growth trends. Thus, this paper is an attempt to explore the trend and present a complete landscape of these new digital wearable devices. Further, the deterrent to the future potential of these wearables devices deserve attention of the marketers. This paper is an attempt to explore insight about the adoption rate and related marketer activities.