OnePlus is doubling down on India by expanding local manufacturing through new partnerships, enhancing the domestic component ecosystem, and eyeing smartphone exports from India as production scales up, founder Pete Lau told Moneycontrol.
The Oppo-owned brand is also working to bring more component suppliers into the country to boost manufacturing efficiency, aligning with the Indian government’s Rs 22,919 crore incentive scheme aimed at building a robust electronics component ecosystem.
“We are currently focused on strengthening as well as expanding our local manufacturing capabilities in India and for this, we are also tying up with partners who can meet the demands of the Indian market while also ensuring global standards. In the future, OnePlus may consider exporting products from India, depending on market demand and production capacity,” Lau told Moneycontrol exclusively. “India is a key market for the brand.”
China's OnePlus began limited smartphone exports to the U.S. in 2019 but halted them shortly afterwards. Currently, the brand's smartphones are manufactured by its parent company, Oppo, at a facility in Greater Noida.
The brand's export ambitions take on added importance in light of recent trade developments. U.S. President Trump announced steep import tariffs, including a 46% levy on goods from Vietnam and a 26% one on those from India. However, on April 9, he introduced a 90-day suspension on reciprocal tariffs, excluding China, which continues to face the highest rate at 145%, while keeping a baseline tariff of 10% in place.
The manufacturing investments are part of OnePlus' Project Starlight, under which the brand is committing Rs 6,000 crore by 2027, which is also being utilised for local R&D and retail expansion.
Lau confirmed the investment cycle is already underway. “We have already begun the investment process with the launch of the Green-Line Worry-Free solution to offer a lifetime warranty on OnePlus products against green-line and display-related issues.”
“We are investing in India to build even more durable products with features tailored for the Indian market and ensuring that we reach closer to our customers with the increase in the network of service centres,” he added.
Lau, who also holds a senior leadership role at Oppo, stated that the brand will utilise the parent company’s technology and resources to enhance product competitiveness in the Indian market.
“The collaboration between OnePlus and Oppo is strategic and comprehensive. As the founder of OnePlus and also a senior vice president at Oppo, I am responsible for the product competitiveness of both brands. The two brands share resources in technology R&D, supply chain management, and marketing to enhance product design and innovation for our OnePlus community jointly,” he added.
OnePlus is also focusing on expanding its share in the premium segment, where it has ceded a significant market share to Apple and Samsung.
“Continuing to strengthen our premium market position remains a key priority for us. We will continue to deepen our presence in India, leveraging our brand strength to expand market share… globally, we are adhering to a premium flagship approach,” he said.
OnePlus, he said, performed strongly across price segments during Diwali 2024. "The flagship OnePlus 12R led the Rs 30,000–50,000 range, the OnePlus Nord CE4 dominated the Rs 20,000–30,000 segment, and the OnePlus Nord CE4 Lite became the most popular model in the Rs 15,000–20,000 range," he said.
OnePlus will also bring enhanced AI features across its Nord series and flagship devices.
OnePlus is also renewing its focus on the Internet of Things (IoT) segment, with plans to launch new smart products in India later this year. “We will also continue to invest in our ecosystem products, and in the coming quarters, we will invest in our smartwatches, earbuds, and tablet lineup.”
OnePlus exited the stagnant Indian smart TV market last year.
Lau said the brand “strategically adjusted” its TV business in India, a move which is now allowing it to focus more on the Iot product ecosystem.
OnePlus won’t launch foldable devices this year, he said, adding the brand is “meticulously developing” the foldable technology for the right timing. “...we are preparing to introduce a more premium flagship product later this year, specifically tailored to meet the needs of the Indian customers. We have chosen to focus our resources on deep optimisation of our existing product lines instead.”
OnePlus is also strengthening its partnerships with major retailers, including Reliance, Croma, and Vijay Sales, to expand its offline retail presence. “We have achieved a significant increase in sell-out performance with key partners, especially Bajaj and Vijay Sales,” he said.
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