OnePlus Announces Rs 6,000 Crore Investment in India Business Over Next Three Years

OnePlus has announced a significant investment plan for its operations in India, amounting to Rs 6,000 crore over the next three years. This marks one of the largest commitments by a Chinese smartphone company in the country recently. Previously, Vivo, a sister company, had pledged Rs 7,500 crore in 2019 but has only invested Rs 3,500 crore so far.

Representative image

The investment will be made under Project Starlight, with Rs 2,000 crore allocated annually. This initiative aims to enhance product development, retail networks, and after-sales services. OnePlus is focusing on creating more durable devices and improving customer service while developing features specific to Indian users.

Focus on Market Share and Manufacturing

Chinese smartphone brands held a 72% market share in India during the September 2024 quarter, according to IDC. Companies under BBK Electronics Group, including Vivo, Oppo, Realme, and OnePlus, accounted for over 40% of this share. While Vivo concentrated on manufacturing development in India, OnePlus is directing its investments towards innovation and customer experience.

Project Starlight will also see an expansion of service centres by 50% by mid-2026 and upgrades to half of its flagship retail stores. The company has already increased its service centres by 22% in 2024, with an 11% rise in exclusive centres owned by OnePlus.

Technological Advancements and Customer Support

OnePlus plans to introduce two major display technology advancements: the world's first DisplayMate A++ display and the OnePlus Green Line Worry-Free Solution. The new display will debut in an upcoming flagship device and is designed for optimal performance in India's bright sunlight. The Green Line solution addresses industry-wide concerns about green lines on screens.

To cater to a diverse user base, OnePlus is enhancing online services like hotline support and live chat. Improved training for technical staff will ensure efficient support, while a transparent repair process will let users track service requests.

India-Specific Features and Connectivity

Under Project Starlight, OnePlus aims to develop features tailored for Indian users. The focus includes advanced local AI functionalities and stable high-speed connectivity. These targeted solutions are intended to improve user experience across various settings.

Robin Liu, CEO of OnePlus India, stated: "The Project Starlight is a demonstration of our dedication to going beyond the surface to tackle the challenges faced by our users in their daily lives. India remains a top priority for us globally, and we continue to strive to earn the trust and affection of our Indian community."

This strategic investment underscores OnePlus's commitment to strengthening its presence in India by addressing local needs and enhancing customer satisfaction through innovative solutions.