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OnePlus: Chinese Smartphone Company in India
Introduction
The smartphone industry is one of the most competitive and rapidly changing sectors in the global economy. Among the many companies competing for market share, OnePlus has managed to establish itself as a unique player that balances affordability with high-end performance. Founded in 2013 in Shenzhen, China, OnePlus entered the global smartphone market with a vision of providing “flagship killer” phones that could rival premium brands like Apple and Samsung but at a more affordable price. India has been one of the most important markets for OnePlus, contributing significantly to its international expansion and brand recognition. This report analyses the drivers of globalisation that influenced OnePlus’s entry into India, evaluates its strategies and reasons for success, highlights the significance of India as a market for its growth, and explores the challenges it may face in the future. Recommendations for sustaining leadership in India are also provided.
Drivers of Globalisation and OnePlus Strategy in India
Drivers of Globalisation
Globalisation has been an important factor in OnePlus’s success. The company benefited from several key drivers of globalisation, which shaped its expansion into India.
First, technological advancement was a major enabler. The growth of the internet, smartphones, and e-commerce platforms created a borderless environment where companies could directly reach global consumers. OnePlus capitalised on this trend by relying heavily on digital platforms such as Amazon India for sales and using social media for marketing and brand-building.
Second, market demand for affordable yet premium smartphones encouraged OnePlus to expand internationally. In emerging economies like India, consumers desired high-specification devices at lower prices, making OnePlus’s “affordable flagship” positioning extremely attractive.
Third, supply chain globalisation allowed OnePlus to benefit from China’s well-developed manufacturing ecosystem. By sourcing materials and assembling products in China, OnePlus could keep costs down and transfer those savings to consumers in price-sensitive markets like India.
Fourth, cultural globalisation facilitated the spread of consumer preferences across borders. The desire for globally recognised technology brands was strong among Indian middle-class consumers. OnePlus tapped into this aspiration by branding itself as a global challenger brand, positioning its devices as both aspirational and accessible.
Finally, trade liberalisation and the growth of India’s digital economy provided a favourable context for expansion. Policies encouraging foreign direct investment in technology and India’s increasing smartphone penetration created a fertile market for OnePlus.
OnePlus Strategy in India
OnePlus’s strategy in India has been both unique and effective. Unlike many competitors, OnePlus avoided mass-market strategies and instead focused on building a strong brand identity among tech-savvy urban consumers.
One key strategic move was its decision to adopt an online-only sales model through Amazon India. This reduced distribution costs, ensured price transparency, and allowed OnePlus to build exclusivity around its devices. The partnership with Amazon also gave OnePlus access to a large, growing consumer base and reliable logistics.
Another important element of its strategy was community engagement. OnePlus built a loyal fan base by engaging directly with customers through online forums, social media, and invitation-only sales events. This created a sense of exclusivity and belonging that helped differentiate OnePlus from competitors.
Pricing strategy was also critical. By offering high-end specifications at prices significantly lower than Apple or Samsung, OnePlus successfully positioned itself as the “flagship killer.” This appealed to aspirational Indian consumers who wanted premium performance but could not afford ultra-premium prices.
Additionally, OnePlus adapted its global strategy to the Indian context. The company invested in localised marketing campaigns, partnered with Bollywood celebrities, and eventually moved from online-only to include offline experience stores in major cities. These stores helped to expand its customer base beyond digitally connected urban consumers.
