India is a priority market for Sonos at a global level, APAC chief Rennie Addabbo tells Moneycontrol.
Vikas SN
July 29, 2026 / 07:55 IST
Sonos
- Sonos boosts India focus, a priority market globally.
- Premium products drive growth; high multi-device adoption.
- Expanding distribution, local presence, and new products.
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US premium audio brand Sonos is stepping up its India ambitions as affluent consumers increasingly invest in high-end home theatre systems and connected audio ecosystems.
“India is a priority market for Sonos at a global level. It has been a specific focus for ours for the last 12 months,” Rennie Addabbo, General Manager, Sonos APAC, told Moneycontrol.
Premium products fuel expansion
Sonos, known for its connected audio products, entered the India market in 2021 and appointed Luxury Personified, a subsidiary of The Sun Group, as its sole authorised distributor for sales, marketing, and technical support across India.
Addabbo said demand for its premium home theatre products has consistently outpaced expectations in India, with customers typically purchasing three or more Sonos devices during their first purchase, among the highest multi-device adoption rates for the company globally.
Addabbo pointed to rising ownership of larger homes, growing demand for televisions in the 65-inch-and-above segment and an increasing preference for connected home entertainment systems as key growth drivers for Sonos in India.
“While people might often characterise India as a value market or a highly competitive market at lower price points, what we’re seeing is that our premium products are being well received by our Indian audience. That continues to give us confidence to invest in the marketplace,” Addabbo said.
Sonos’ premium home theatre products sell two to three times the unit volumes of its mid-sized soundbars in India, with the Arc Ultra, priced at around Rs 1 lakh, being the top-selling soundbar, he said.
Bengaluru, in particular, has emerged as a key market for Sonos because of the city’s tech-savvy consumers and emphasis on home design, he said.
However, Sonos remains a niche player in India’s premium audio market, competing against larger rivals such as Bose, Sony and Harman.
The country’s broader wireless speaker market is estimated to reach $0.48 billion in 2026 from $0.4 billion in 2025 and grow at a 20.75 percent compound annual growth rate to $1.24 billion, according to market research firm Mordor Intelligence.
Expanding distribution and local presence
To increase its footprint, Sonos is looking to expand its network of audio-visual installation partners, which contribute more than half of its India business. These partners design and install customised home theatre, multi-room audio, and smart home automation solutions for premium residential properties.
Alongside its installer network, Sonos is expanding its retail reach. The brand is present in about 100 stores across India, with a focus on the country’s top five to seven cities, through retailers such as Croma, Reliance Digital and Vijay Sales, while also selling through Amazon.
Sonos has also built a local presence in India, appointing Rahul Dutta as country manager in July 2025. Addabbo said the company has dedicated teams working with its distributor, Luxury Personified, including dedicated in-store promoters and on-ground re
In addition, the company is investing in experiential initiatives such as Sonos Sound Suites, which have been held in Mumbai and, more recently, Bengaluru, to showcase its products through immersive listening sessions inspired by Japanese listening bars while bringing together local artists, music and culture.
Over the past year, Sonos has expanded its product lineup with the launch of the new portable Sonos Play smart speaker and the microphone-free Era 100 SL speaker.
Addabbo noted Sonos will continue to develop products for both do-it-yourself consumers and professional installers, with the recently launched Amp Multi, an eight-channel amplifier aimed exclusively at the installation channel.
Vikas SN covers Big Tech, streaming, social media and gaming industry
first published: Jul 29, 2026 07:55 am
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