MC EXCLUSIVE OnePlus’ Rs 6,000-crore ‘Project Starlight’ on fast track as premium sales double, says India CEO

Robin Liu, India CEO, OnePlus

OnePlus India’s Rs 6,000-crore “Project Starlight” investment plan is running ahead of schedule, as it steps service expansion, deepens local manufacturing and rebuilds offline partnerships, CEO Robin Liu has told Moneycontrol.

Launched in 2024 as a three-year project to strengthen the premium phone maker’s R&D, services, retail presence and manufacturing quality, Starlight has already delivered several milestones.

“Our service coverage now extends to more than 19,000 pin codes. Exclusive service centres have grown from 24 to over 43 in a year,” Liu said.

He was emphatic that the plan is progressing at a better than expected pace. “Everything is on track, even ahead of the timeline. Whether it’s service expansion, product durability programmes, or localisation efforts, our execution is faster than we initially planned,” he said.

A cornerstone of the initiative is OnePlus’ “Make in India” strategy. In addition to 100 percent local smartphone production, the Chinese company has started manufacturing IoT products — including audio devices, tablets, and wearables — in the country.

Partnerships with Bhagwati Products and Optiemus Electronics Ltd (OEL) have strengthened its supply chain. “For every new IoT product, starting this year, manufacturing will be localised. This isn’t just about cost — it’s about agility and trust in the market,” Liu noted.

The renewed focus comes after OnePlus faced headwinds earlier this year, including a boycott from parts of the southern offline market. Since then, Liu has made restoring retail relationships a priority.

“Every weekend, I’m in a new city meeting partners and customers to understand their pain points and ensure they know about our free display repairs, upgrade programs, and lifetime warranty. Trust is built not just on sales but consistent product experience,” he said.

OnePlus has created a new structure for offline expansion. “It may not be comparable to the previous scale but it is growing steadily,” Liu said.

Retail partners such as Croma have already reported strong traction during the ongoing festival season. “By engaging directly with general trade partners and visiting key retail hubs myself, we’re ensuring strong channel confidence,” he said.

Since taking charge as India CEO in July last year, after leading the US market for three years, Liu has focused on understanding user needs and strengthening relationships.

“Our target is clear: don’t chase volumes blindly. Focus on products and relationships. If we get that right, users will accept the product and remain happy,” he said.

The company has conducted more than 20 rounds of user interviews, clocking hundreds of hours to study consumer expectations. “Sales are the last step. If we get the product and relationship right, numbers will follow,” he said.

After last year’s challenges, OnePlus is seeing renewed momentum across both online and offline channels. Its premium OnePlus 13 series, launched in June and July, has more than doubled sales compared to previous flagships.

“Our OnePlus 13S, priced in the premium segment, has nearly doubled its sales. The Nord 5, launched in July, has already recorded over 180 percent growth versus the Nord 4,” Liu said.

Festive demand is expected to accelerate the rebound further, while the company’s re-entry into tablets has started to pay off. Liu said the latest premium OnePlus tablet is performing “extremely well”.