MC EXCLUSIVE Premium smartphone push tops 2025 India plan, says OnePlus founder Pete Lau

OnePlus founder Pete Lau.

OnePlus will aggressively push for premium smartphones in India this year, as part of the “Project Starlight” investment initiative, founder Pete Lau has told Moneycontrol. Backed by parent company, Oppo, OnePlus announced “Project Starlight” in December to strengthen its position in the world’s fastest growing smartphone market.

In an exclusive interview to Moneycontrol, Lau said the investment cycle has begun and OnePlus is boosting R&D investment to expand its smartphone lineup across various price points in India. The 49-year-old CEO also shared OnePlus’s plan to expand its offerings in India and tapping into Oppo’s technology to enhance product competitiveness, with emphasis on AI innovation. Edited excerpts :

India is a key market for us, and to further strengthen our commitment, we launched Project Starlight in December 2024. This initiative involves an annual investment of Rs 2,000 crore until 2027 and is a crucial part of our India strategy, reflecting our dedication to addressing the evolving needs of Indian users.

Through focused R&D investments, we aim to develop smarter, more durable, and practical devices tailored to Indian consumers along with a robust service infrastructure. Project Starlight ensures our innovation remains user-centric.

We’ve already begun executing the investment with the rollout of the Green-Line Worry-Free solution. As part of our localised efforts, we’ve also introduced features like customised signal optimisation for Delhi Metro, ensuring seamless connectivity for commuters.

OnePlus performed strongly across segments during Diwali 2024. India’s smartphone market is evolving rapidly and our core focus remains on meeting the needs of Indian consumers. This commitment inspired the launch of Project Starlight in 2024, which emphasises product durability, superior customer service, and features designed specifically for Indian users.

Looking ahead, we will continue to expand our footprint in India, leveraging our strength in the premium segment to grow market share and solidify our brand through innovation and differentiation. Globally, OnePlus will remain committed to its premium flagship strategy.

We’re focused on expanding and strengthening our local manufacturing capabilities in India. To achieve this, we’re partnering with manufacturers who meet both local demand and global quality standards. In the future, OnePlus may explore exporting from India based on production capacity and market demand. We’re also planning to onboard more component suppliers locally to enhance production efficiency.

Strengthening our presence in the premium segment remains a key priority. We have a multi-faceted strategy focused on innovation, services, and community engagement. Our upcoming flagship products will feature the latest processors, advanced cooling systems, and cutting-edge displays.

Over the years, we’ve performed strongly in India’s premium segment, particularly above Rs 25,000. We will continue to enhance our R&D and product innovation efforts to reinforce our leadership in this category.

We’re seeing a shift in consumer behaviour in India, with customers increasingly willing to invest in premium devices that offer true value. This has led to significant growth in the mid and premium segments.

Our India strategy is aligned with this trend. We’re focusing on strengthening our offerings in the Rs 25,000 and above category to ensure quality and value across our lineup.

Absolutely. In the coming months, both the Nord and flagship series will receive substantial upgrades. All models will incorporate advanced AI capabilities, with a strong focus on enhancing photography and overall performance.

As the market continues to evolve, we are expanding our portfolio strategically. While our current focus is on the Rs 25,000 and above segment — where both the flagship and Nord series perform well — we may explore other segments based on market demand and brand alignment to reach a broader audience.

We’re accelerating the development of a complete smart ecosystem. In addition to smartphones, we’re preparing to launch new IoT products — including smartwatches, earbuds, and tablets — to create a more interconnected experience.

We’ve also recalibrated our TV business in India, allowing us to build a more focused and synergised IoT product matrix for our community.

While our online presence remains strong, we’re enhancing partnerships with key offline retailers like Reliance, Croma, and Vijay Sales. We’ve already seen a significant improvement in sell-out performance, particularly with partners like Bajaj and Vijay Sales.

As promised during the Project Starlight launch, we’re also expanding our service centre network to ensure better customer access across India.

The collaboration between OnePlus and Oppo is strategic and deeply integrated. As the founder of OnePlus and a senior vice president at Oppo, I oversee the product competitiveness for both brands.

We share resources across R&D, supply chain, and marketing, which enhances our innovation and design capabilities. For example, OnePlus leverages Oppo’s tech platforms and patent portfolio, benefiting from their strong offline and e-commerce networks, which creates a win-win for both brands and our customers.

AI innovation is a significant focus for us. We are bringing enhanced AI features across our Nord and flagship series to elevate user experience.

At Google Cloud Next, OnePlus and Oppo jointly introduced advancements in Agentic AI — an interactive, autonomous AI powered by Google Cloud. We’re exploring its integration into smartphones, including a User Knowledge System for personalised, intelligent services tailored to individual user needs.

While we don’t plan to launch foldables this year, we are actively developing the technology. We’re taking a deliberate approach, focusing resources on refining our current product lines and preparing a more premium flagship tailored to the Indian market based on in-depth consumer insights.

(Disclosure: Moneycontrol is a part of the Network18 group. Network18 is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.)