MC Interview | OnePlus zeroes in on R&D, quality, retail with Rs 6,000-cr investment, says India CEO Robin Liu

Which areas will you focus on for investment under Project Starlight?

The new investment cycle has begun, encompassing local market expansion, R&D, product development, and quality control in India.

The Rs 6,000-crore investment is an addition to the Rs 1,000 crore we had previously pumped into our Hyderabad R&D centre. A significant portion of this investment will focus on product development. We plan to incorporate new technologies and hardware while enhancing our quality control processes. To achieve this, we are adopting stricter testing standards, which require additional testing equipment and facilities. Moreover, we are expanding offline services, including service centres and experience stores, to improve customer engagement and provide better support. This investment also covers lifetime warranties and free replacement services at dedicated centres.

Under the Project Starlight commitments, devices will be made even more durable with significant advancements in display technology and the rollout of OnePlus's Green Line Worry-Free Solution.

Is there a hiring plan under Project Starlight?

Project Starlight funding will be distributed across multiple verticals. We'll be happy to share details, but at a later stage.

How many service centres do you plan in India as part of this investment?

We are looking at a 50 percent increase in count by mid-2026 compared to this year. This expansion will cover Tier 1, Tier 2, and Tier 3 cities, totalling 500 cities across the country, which is a significant growth from our current footprint. This year, OnePlus successfully increased its service centres by 22 percent, including an 11 percent rise in exclusive service centres directly owned by the brand.

Are all OnePlus service centres equipped to function as sales stores?

This transformation is being implemented step by step, depending on the facilities and capabilities of our partners. In cities like Bangalore, Hyderabad, and Chennai, we have experience stores that combine sales and service. OnePlus is among the top brands with such integrated stores, and we plan to expand this model.

Are you opening more retail experience stores?

Yes, we are working to open additional stores under the new investment plan. Our priority is to enhance the in-store experience, aligning it with the premium OnePlus brand. By 2025, at least 50 percent of our experience stores will be upgraded to match our premium standards.

There were issues with offline retailers, particularly in South India...

I took over in July and personally met with AIMRA and ORA representatives in Bangkok in August. The discussions were fruitful, and we’ve made significant progress. Before Diwali, we managed to recover some business with ORA retailers. We acknowledge the historical challenges with these partners, but everything is now on track to be resolved.

Are phones available in offline stores again?

We are making our phones available in offline stores. It’s a step-by-step process. Phones may not be available in every retail shop because we also need to prepare for the relaunch of our products. We are also launching some additional support with them.

Did the offline absence impact the overall sales?

We have strong relationships with modern trade partners like Reliance, Croma, Vijay Sales, and online partners and state-wise distributors. Although there was some impact, it was not substantial.

As the Nord series drove growth, OnePlus lost its premium market share to Samsung, Apple, and others. Are you focusing on winning it back?

We are shifting our strategy to focus more on the premium and higher-end segments, particularly the Rs 20,000-and-above category. OnePlus, even from our founder Pete Lau’s perspective, will never use a volume strategy to drive brand growth. We really care about the product experience.

We aim to regain market share by introducing innovative features and technologies, improving design and functionality, and fostering stronger relationships with our partners and community.

Will foldable phones remain a focus?

Right now, I can't comment on our foldable phone strategy.

What are your key focus areas as India CEO?

My first priority is listening to the community and partners. OnePlus has a history of engaging its users, and I’ve spent over 1,200 hours interacting with community members directly.

Feedback from these interactions informs our long-term product and strategy planning. Also, we are addressing concerns raised by our partners to make sure we have a good relationship.

Under Project Starlight, what sort of localisation approach is OnePlus taking?

We are addressing local issues, such as connectivity gaps in India, especially as 5G grows. User feedback is being integrated into our product strategy to enhance stability and relevance.

OnePlus 13 Series will be the first smartphone to deliver a 5.5G connectivity experience in India, with an average speed enhancement of 380 percent. Additionally, we have developed a customised signal optimisation feature specifically for places such as Delhi Metro to improve connectivity and superior network performance across diverse settings.

Is OnePlus planning to restart exports from India?

OnePlus India has no export strategy. While Oppo handles exports at the group level, OnePlus focuses solely on the domestic market.

Do you plan to deepen manufacturing in India by leveraging the upcoming electronics components manufacturing scheme?

Our manufacturing strategy aligns with the Oppo group. We are closely observing government policies like PLI and other incentives, and while entering this ecosystem requires significant investment and expertise, we are evaluating opportunities for the future. Based on the situation, we will definitely decide on the manufacturing status at the group level.

You've recently exited the TV market. What's the update on OnePlus’ non-handset ecosystem products?

We continue to invest in R&D to improve our ecosystem offerings. While we work closely with strategic partners like Google and Qualcomm, we also want to introduce some innovative products.

Do you see a change in the dynamics of the Indian market?

India’s middle and premium segments are growing rapidly, with stable year-on-year growth. This is why India remains our top global priority. We aim to serve this market with innovative, premium offerings that cater to evolving consumer preferences.

How will AI impact OnePlus handset sales?

AI has immense potential to enhance daily life, and its integration into smartphones will undoubtedly drive sales. Our focus is on meaningful AI features that genuinely add value to users.

Are you building India-specific AI use cases?

Yes, we are focusing on productivity-related use cases tailored to Indian users. While 50-60 percent of these features will appeal globally, we aim to localise 20-30 percent through collaborations with local partners.

What about AI democratisation in affordable OnePlus phones?

We are gradually introducing AI features across segments, ensuring a seamless user experience without overwhelming devices with limited capabilities.

Security is also an emerging area of concern regarding AI and how user data will be used. What is OnePlus doing to ease concerns?

User security and privacy are paramount for OnePlus, especially in the context of AI. We prioritise edge computing over cloud computing and work closely with ecosystem partners like Qualcomm and Google to ensure our products are safe and secure.