Market entry strategy for value-segment hearing aids in India

The brief

• Size the value-segment (sub-INR 25,000) hearing aid opportunity in India and its growth trajectory.
• Understand demand drivers, adoption barriers, and patient personas across income groups.
• Map the commercial chain and identify the most effective channels to reach under-served patients.
• Validate low-cost digital device concepts, price thresholds, and prescriber willingness.

The problem

A highly under-penetrated, fragmented value segment with low awareness, unclear demand, and a complex multi-stakeholder purchase pathway

Our approach

Market sizing and landscape analysis combined with in-depth interviews across the commercial chain and product concept testing

• Sized the value segment and mapped pricing bands, growth, and competitive share across key players.
• Conducted in-depth interviews across the commercial chain — ENTs, GPs, audiologists, and NGO/charity trusts.
• Mapped the patient journey and income-based personas to pinpoint adoption drivers and barriers.
• Ran product concept tests on low-cost digital devices to assess willingness-to-use, price thresholds, and margins.

Key outcomes

Delivered a go-to-market roadmap with product-price-channel fit and actionable market-creation opportunities for affordable hearing aids

• Value-segment market sizing with pricing-band, competitive-share, and growth breakdown.
• Commercial-chain assessment detailing the role, attitude, and influence of ENTs, GPs, audiologists, and NGOs.
• Product concept test results with willingness-to-prescribe and optimal price points by device.
• Prioritized GTM strategy across public sector, NGO, GP, and outreach channels with product-price recommendations.