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While the Indian smartphone market has been impacted by rising DRAM prices, OnePlus is showing signs of a turnaround. The company has shifted its strategy to focus on affordability, a move that appears to be paying off.
Strategic Shift Towards Value
Unlike many other brands that increased prices by an average of 16%, OnePlus limited its price hikes to 8%, according to the report. Rather than releasing premium-priced phones, OnePlus introduced the OnePlus N series – including the OnePlus N6, OnePlus N6x, and OnePlus N6 Lite – specifically targeting younger and budget-conscious consumers in India.
Fastest Growth in Key Segment
A joint report by Counterpoint Research and OnePlus revealed that the company was the fastest-growing smartphone brand in the under Rs 20,000 price segment during Q2 2026. This growth is a significant development for OnePlus, which has faced challenges in the Indian market in recent years.
Focus on India, Reduced Global Presence
OnePlus is reportedly not planning to launch the OnePlus 16 5G in India, believing the device would be priced too high for most consumers. This decision reflects the company’s commitment to expanding its market share in India by prioritizing affordability. Furthermore, OnePlus has ceased launching new devices in North America and Europe, concentrating its efforts elsewhere.
This strategic shift is considered crucial for the company’s long-term success in the country.
