While rising DRAM prices have impacted the Indian smartphone market, OnePlus appears to be bucking the trend. After a challenging period in recent years, the company is showing signs of recovery by strategically targeting the affordable smartphone segment.
Shifting Strategy Pays Off
Unlike many competitors who increased smartphone prices by an average of 16%, OnePlus limited its price hikes to 8%, according to the report. This more conservative approach, combined with a deliberate decision to avoid launching high-end devices in India this year, has allowed OnePlus to gain traction with cost-conscious consumers.
The company introduced the OnePlus N6, OnePlus N6x, and OnePlus N6 Lite, specifically designed to appeal to younger and aspirational buyers in India. These phones cater to a demographic with limited budgets.
Fastest Growth in Key Segment
A joint report from Counterpoint Research and OnePlus revealed that the brand experienced the fastest growth in the under Rs 20,000 price segment during Q2 2026. This indicates that OnePlus’s strategy is resonating with Indian consumers.
Focus on India, Retreat from West
OnePlus is reportedly not planning to launch the OnePlus 16 5G in India, believing the device would be priced too high for the market. This decision underscores the company’s commitment to affordability in the region. Simultaneously, OnePlus has ceased launching new devices in North America and Europe, signalling a strategic shift in focus towards the Indian market and expanding its market share there.
