OnePlus Eyes Premium Expansion and Wider Retail Network in India

OnePlus is set to expand its premium offerings in India, as consumers increasingly prioritize value-driven high-end products. Consumers are now willing to pay good premiums if they see the benefits, unlike the earlier price-sensitive market, Robin Liu, OnePlus India’s chief executive officer said. This brand actually invests in shaping itself based on what it gets its consumers or community.

OnePlus Plans Premium Smartphone Push, Expands Retail Network in India: CEO Robin Liu

OnePlus initially started as an online-only BJP but it has been building an offline footprint. The exclusive centers grew by 11%, and the service centers by 22% in 2024. The company seems to aim for a 50% increase by the middle of 2026. Other brands like colossal retailers have also accused OnePlus of anti-competitive practices with exclusive e-commerce deals with Amazon, Flipkart, etc. Variants of brands such as iQOO, Poco, and Vivo have also seen similar complaints being raised by the All India Mobile Retailers Association (AIMRA).

OnePlus has scaled up its offline retail network massively in the country with over 200 experience stores and a reach through more than 15,000 retail outlets. The company is working towards improving the in-store experience and has partnered with led investment retailers such as Reliance, Croma as well as Vijay Sales to make availability easier.

According to IDC, despite these efforts, OnePlus shipments declined by 32.6% year-over-year in 2024, resulting in a decline in market share from 6.1% in 2023 to 4%. In 2024, in response to this, OnePlus had also announced its Project Starlight, aiming to invest ₹2,000 crore a year for three years towards improving the durability of their products, and customer service and also driving R&D for India-centric innovations.

The “OnePlus Green Line Worry-Free Solution” launched in December 2024 was one of the first initiatives of the project. It goes through better display tech, increased quality control, and a lifetime warranty on some devices. OnePlus is not doing anything different with its product strategy, still balancing between its flagship devices and the more affordable Nord series, aimed at the sub-₹30,000 price range. The organization intends to keep bringing future-ready technology to all of its smartphones.

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