Danish audio-video giant Jabra is doubling down on the India market, reveals Jabra Enterprise president Calum MacDougall in a recent interaction with Fortune India. Reason? For the audio specialist company, the market is seeing a double-digit growth, comparatively higher than other markets such as China and Vietnam.

MacDougall revealed that this is because the country is home to several multinational companies, that has bolstered the demand for professional audio segment. This gave the company a kickstart in establishing its foothold in India.

“Currently, India is in the top five but more towards the bottom of the top five of our individual markets around the world. In terms of growth, it is our fastest growing market, as we are seeing a double-digit growth here. For us, it's the best performing of what you might describe as an emerging market (EMs) [including China or Vietnam] and it is in the upper end of [those kinds of] markets. Our core strength is Europe, the U.S. but India comes very quickly after that,” he said,” he said.

“We see an interesting market opportunity here in India. One, a lot of our multinational company customers who we supply all across the world have offices in India. Two, we have a lot of local Indian customers, businesses of all sizes who are growing and developing,” he said.

Additionally, MacDougall added that India boasts a large pool of self-employed professionals, which has also given the company an equally large share of non-multinational or non-partner network of clients.

“Overall [this is] a fast-growing economy which has a high interest and readiness to receive technology. Hence, India is where we have made a choice [for investing more], and we see an opportunity,” he added.

MacDougall also revealed that India remains at the forefront of AI adoption in audio wearables, showing much better acceptance rates to AI-integrated products than even developed economies such as Germany and the U.S.

“Hence, we want to invest in India to be able to grow our business. In India, we're the leaders in professional audio, we're developing our video business,” he added.

Jabra Enterprise specialises in professional audio-video technology, operating within the larger GN Group. The company ranks among the top three globally, holding nearly a third of the market share in professional headsets. Its portfolio includes office and call-centre headsets with noise cancellation, Bluetooth speakerphones, and hearing-aid earbuds.