In a short span, OnePlus has attained the numero uno position in the premium smartphone segment, dislodging established brands – Apple and Samsung. Seeing its sales surge by 40 per cent in June this year followed by a dip of 10 per cent in the September quarter has not affected the Chinese brand’s dominance in this space with senior company official exuding confidence.
Primarily an online brand that has banked on Amazon so far, OnePlus has expanded its retail reach by tying up with players such as Croma and Reliance. In the US, it is making inroads riding on its latest carrier support with T-Mobile (which has over 5,000 retail outlets there). “We are seeing 15 to 20 per cent of users coming from brand biggies like Samsung and Apple,” Agarwal said, adding a competitive pricing, lean team, lesser distribution costs and a strong after sales support have contributed to the brand’s increasing popularity. Also, the OnePlus community has played a major role in building the visibility.
Apart from two large format experience stores in Bengaluru and Chennai, plans are afoot to add a few more to take the total to five and the number of exclusive stores to 15 by the year-end. “One third of sales comes from India, a big market for the brand. Half of the sales are contributed by Bengaluru, Mumbai and NCR. These three locations account for 50 per cent of our sales. The tech-savvy presence in Chennai, Hyderabad, Pune have led to a 40 per cent contribution while places like Jaipur, Ahmedabad and Kochi generate the balance,” he said.
Agarwal also said the upcoming R&D centre in Hyderabad is in the process of being finalised. “We are a small team which will be scaled but we have not clearly defined the scale that we want to achieve. That would determine the final shape,” he added.
The company will also be hosting pop-up events across 8 Indian cities, including Bengaluru, Delhi, Mumbai, Pune, Chennai, Hyderabad, Kolkata and Ahmedabad in the coming days.