OnePlus is stepping up its Indian focus by increasing local production and establishing new strategic partnerships. As part of this effort, the Founder of the company, Pete Lau, announced that OnePlus is dedicated to deepening the domestic component ecosystem as well as focusing on smartphone exports as production ramps up.
These initiatives come under "Project Starlight," a far-reaching plan under which the company has committed ₹6,000 crore by 2027 towards scaling up local R&D and retail operations.
OnePlus is working closely with component vendors to enhance manufacturing efficiency, in line with the Indian government's ₹22,919 crores Production-Linked Incentive (PLI) plan.
“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,” Lau said.
The firm's new focus on exports becomes pertinent in the context of recent global trade realignments. OnePlus had begun limited exports to the US in 2019, but these activities were suspended shortly after. Presently, OnePlus phones are manufactured at a Greater Noida facility run by its parent firm, OPPO.
Lau reaffirmed that the investment phase has already begun, citing the introduction of the Green-Line Worry-Free solution offering lifetime guarantees on OnePlus smartphones for green-line and display problems.
As a senior leader at OPPO, Lau emphasized the strategic nature of the partnership between OnePlus and its parent brand. “The collaboration between OnePlus and OPPO is strategic and comprehensive... 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 said.
To gain traction in the high-end smartphone market, which Apple and Samsung now largely dominate, OnePlus will roll out enhanced Artificial Intelligence in its high-end mainline devices and mid-tier Nord line.
Lau also noted the brand's strong performance during Diwali 2024, with positive results across various price segments. Additionally, OnePlus will continue to invest in its broader ecosystem of products. “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,” he added.