In a bold move, OnePlus’ Project Starlight is now racing ahead of schedule, reflecting the company’s determination to deepen its footprint in India’s premium smartphone space. With a ₹6,000-crore investment, the strategy is paying off: premium segment sales have doubled, offline trust is being rebuilt, and local manufacturing is being ramped up. This blog delves into how Project Starlight is reshaping OnePlus’s India operations, channel strategy, product roadmap, and competitive prospects.
Table of Contents
What is Project Starlight?
“Project Starlight” is OnePlus’s three-year strategic initiative launched in 2024 to strengthen its India presence across four core pillars:
| Pillar | Objective | Key Moves |
|---|---|---|
| R&D & product development | Create stronger, localized innovations | In-India development, consumer feedback loops |
| Services & support | Broaden after-sales reach | Increase service centre network, improve spare parts access |
| Manufacturing & localisation | Reduce dependency on imports | Manufacturing of phones, IoT devices locally |
| Retail & channel strength | Reinforce trust and presence offline | Rebuild relationships, expand offline footprint |
The ₹6,000 crore (≈ ₹6,000 cr) allocation under Project Starlight underscores OnePlus’s seriousness in executing all four dimensions aggressively.
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Key Milestones Achieved So Far
Despite being mid-project, OnePlus is already hitting important benchmarks ahead of schedule.
- Service expansion
- Coverage now spans over 19,000 pin codes
- Exclusive service centres increased from 24 to 43 within a year
- Faster turnaround times and stronger support infrastructure
- Complete localization of manufacturing
- All smartphones assembled in India
- IoT devices (earbuds, tablets, wearables) now being made domestically
- Partnerships formed with Bhagwati Products and Optiemus Electronics
- Offline channel re-engagement
- Retail partners were reconnected post earlier market resistance
- Company leadership personally meets partner dealers across cities
- Strong festival quarter from retail channels (e.g. Croma)
- Dramatic Premium Sales Surge
- Sales of OnePlus 13 series more than doubled
- OnePlus 13S in the premium bracket and Nord 5 in the mid-premium bracket show robust growth
- Tablet reentry also showing strong uptake
These milestones reflect that Project Starlight is not merely aspirational — it’s producing measurable momentum.
Why Premium Sales Are Doubling
Doubling premium sales is no small feat, and it’s driven by multiple reinforcing strategies:
- Product focus over volume chasing
OnePlus India’s CEO emphasizes: “Don’t chase volumes blindly. Focus on product and relationships.” The quality and positioning of devices like the 13S resonate strongly in the premium segment. - Stronger offline credibility
The return of trust in retail partners through gestures like lifetime warranties, free display repair, and direct engagement has boosted consumer confidence. - Localized ecosystem & faster market feedback
With R&D, manufacturing, and service now closer to the Indian consumer, OnePlus can react quickly to trends and inputs. That agility helps sharpen product relevance. - Festive demand tailwinds
India’s festival season gives a natural boost to premium gadget purchases. With channels revitalized and supply chain made robust, OnePlus is well placed to ride the wave.
Challenges and Risks
While Project Starlight is impressive in execution, several challenges remain:
- Cost pressures
Large CAPEX + maintaining premium margins is a tight balancing act. Local components and manufacturing must remain cost-competitive. - Channel fidelity
Rebuilding offline trust takes time and consistency. Any misstep (delays, service issues) can quickly erode hard-earned goodwill. - Competition
Rivals like Apple, Samsung, and Xiaomi won’t sit idle. They will intensify efforts in India’s premium space. - Sustaining momentum across years
Initial surge is encouraging. The real test is whether this growth is sustainable over the full three years of the program.
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Impact on India’s Smartphone Ecosystem
Project Starlight is not just about OnePlus’s success — it has broader implications for India’s smartphone & tech ecosystem:
- It strengthens “Make in India” momentum with more IoT and gadget manufacturing on home soil.
- It may raise the bar on after-sales service expectations for all premium brands.
- It fosters local supply chain development, benefiting component, testing, and logistics firms.
- It could reshape the distribution dynamics, giving more importance to offline channels even in a digital era.
Outlook & What to Watch
Over the coming quarters, these metrics and events will be key:
- Growth trajectory of OnePlus 15 / next flagships
- Expansion of service reach — new cities, pin codes
- Profitability and margins under localized manufacturing
- Consumer sentiment and brand loyalty in offline markets
- Competitive responses from rivals
If Project Starlight continues with momentum, OnePlus could leap from being a challenger brand to a mainstream premium heavyweight in India.
Conclusion
OnePlus’s bold investment in Project Starlight signals its long-term commitment to India’s premium market. With service reach widening, manufacturing localized, and premium sales already doubling, the strategy seems to be working. The coming years will test whether OnePlus can sustain this growth, fend off competition, and genuinely shift India’s smartphone dynamics.