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New Delhi: OnePlus India has recently reported that it is moving toward an online-first sales strategy while scaling back its offline retail presence, even as it extends its after-sales service network by leveraging parent company Oppo’s infrastructure.
The company has also initiated a strategic shift that could see most of its offline sales channels phased out in the coming weeks. OnePlus has also asked partners to run exclusive stores across India to shut down operations, with only three company-owned outlets in Hyderabad, Chennai, and Bengaluru expected to remain operational.
Distributors in the general trade channel has also been reported for being given a March 31 deadline as their final billing date, with the instructions to clear remaining inventory without any transition period.
Modern retail partners have also been informed that billing will be paused for some weeks after March 31, and the upcoming launches, including the OnePlus Nord 6, are expected to be sold exclusively via online platforms such as the e-commerce platform Amazon.
OnePlus has also stated that the D2C shift is focused on deepening engagement with its core base of digital-first consumers while enabling sharper pricing and more India-focused innovation. Such a shift could impact offline retailers and lead to issues such as grey market activity and pricing inconsistencies.
OnePlus has also announced an expansion of its after-sales service infrastructure. The company also plans to increase its service network by 50% starting April 2026 by integrating with Oppo’s service centres.
This would take the number of authorized service centres from around 400 to over 600, improving access to repairs and support. This move also enables OnePlus to meet regulatory requirements, which mandate service support for some years even if operations are scaled back.
Oppo’s infrastructure points to deeper operational alignment between the two brands, which has already shared resources across product development and supply chains.
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