New Delhi: OnePlus plans to introduce high-end offerings that cater to the evolving preferences of Indian consumers, as these consumers are increasingly willing to invest in premium products that offer value, according to a senior executive from OnePlus India.

“India has long been a crucial market for our brand and its importance continues to grow, especially with the rise of the middle and premium smartphone segments. Initially viewed as a price-sensitive market, we have seen a shift where customers are now more willing to invest in premium products when they see the value,” Robin Liu, chief executive officer (CEO), OnePlus India, told ETTelecom.

He said the mobile handset firm has invested considerably in understanding the unique needs of Indian consumers and has actively engaged with the community to gather valuable feedback.

OnePlus, which started as an online-only brand, has recently started to focus on offline channels along with its service centers.

“In 2024, we increased our service centres by 22%, including an 11 per cent rise in exclusive service centres. We are aiming to increase by 50 per cent by mid-2026. We are in the process of increasing our service centres as well,” he said.

OnePlus now has a balanced sales strategy with online and offline channels..

The firm has been facing the heat from mainline retailers, who have accused it of engaging in anti-competitive practices through exclusive distribution agreements with e-commerce giants Amazon and Flipkart. The All India Mobile Retailers Association (AIMRA), which represents over 1.5 lakh mainline retailers, has levelled similar allegations against iQOO, Poco, and Vivo.

OnePlus is growing its offline base with over 200 OnePlus experience stores pan-India and a retail presence in over 15,000 stores in India. “The focus is to enhance the in-store experience, establishing retail space for sales and services, akin to our current experience stores in Bengaluru and Hyderabad.”

We have partnered with major mainline partners in 2024 and plan to continue doing so. Additionally, we have strong partnerships with leading contemporary trade retailers, including Reliance, Croma and Vijay Sales, as well as leading state-wide distributors and online associates, to make our OnePlus products available in large volumes.

As per the International Data Corporation (IDC), OnePlus' shipments sharply declined by 32.6 per cent year-on-year in 2024. The brand held a market share of 4 per cent last year, compared to a share of 6.1 per cent in 2023.

The China-based smartphone maker launched Project Starlight in 2024 with a commitment to investing Rs 2,000 crore every year for three years. “The plan is to put in extra efforts towards enhancing product durability, elevating customer service and driving India-specific innovations through continuous research and development for Indian consumers.”

Through this project, the smartphone firm plans to increase its investments in research and development (R&D). The aim is to elevate display technology, address industry-wide green lines and bring tailored solutions for the Indian market.

When asked about whether the company would focus on the premium segment or its affordable Nord series, Liu said, the Nord series for OnePlus is an important part of its smartphone portfolio targeted towards the sub-Rs 30,000 segment.

The Nord line focuses on having flagship-level features on a budget, he added.

“As the market evolves, we are strategically expanding our portfolio to bring to market products consistent with our guiding principle—to bring the world's leading technology, design, and performance to market price ranges. We have always believed in providing technology that is future-ready and meaningful to our consumers from all our devices - Flagship or the Nord series,” the chief executive said.