In a major strategic shift, OnePlus India is reportedly transitioning to an online-first sales model while reducing its offline retail footprint across the country.
According to a report, the company has begun phasing out most of its offline sales channels. Partner-operated exclusive stores have been asked to shut down, with only 3 company-owned outlets in Hyderabad, Chennai, and Bengaluru expected to continue operations. Distributors in the general trade channel have also been given a March 31 deadline as the final billing date, with instructions to clear existing inventory without a transition period.
The report further stated that modern retail partners have been informed that billing will be paused for several weeks after March 31. Upcoming product launches, including the OnePlus Nord 6, are expected to be sold only through online platforms such as Amazon.
In a separate statement, OnePlus said the shift to a direct-to-consumer (D2C) approach aims at “deepening engagement with its core base of digital-first consumers” while enabling “sharper pricing and more India-focused innovation.”
However, the move has raised concerns among retail bodies. Kailash Lakhyani, president of the Organised Retail Association (ORA) and chairman of the All India Mobile Retailers Association (AIMRA), said the company appears to be returning to an online-focused model similar to its earlier strategy. He added that this could impact offline retailers and lead to issues such as “grey market” activity and pricing inconsistencies. Both ORA and AIMRA are monitoring the situation and may consider legal options.
Alongside the retail shift, OnePlus is expanding its after-sales service network by integrating with Oppo infrastructure. Starting April 2026, the company plans to increase its service network by 50%, taking the number of authorised service centres from around 400 to over 600.
This move will improve access to repairs and support while also meeting regulatory requirements for long-term service commitments. The integration reflects deeper operational alignment between the two brands, which already share resources in product development and supply chains.
The development follows the exit of OnePlus India CEO Robin Liu and comes amid reports of global restructuring. Shipments declined by over 20% in 2024, and operations are increasingly being centralised under Oppo. While the company may scale back in some global markets, India continues to remain a key focus region.
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