Speaking about the partnership, Vikas Agarwal, General Manager, OnePlus India, said, “The premium smartphone segment in India is steadily growing, and OnePlus seeks to more effectively tap into this space, with a nifty strategy combining both online and offline platforms for a holistic reach. This partnership with Reliance Digital will equip OnePlus with a more robust physical presence, enabling the brand to cater to its increasing user base through multiple touchpoints across cities. The focus on curating only the best user experience by Reliance Digital resonates with that of OnePlus’ user philosophy.”  

“The intensification of the brand’s offline strategy is only to complement the existing online business model and create offline touchpoints for users to physically engage with the brand, better understand the product and for the brand to gain better visibility and trust among our offline audiences,” he added.

The company has previously said that its community members who are able to touch-and-feel the device are more confident about their purchases and feel more comfortable with the brand. Compared to the OnePlus 5, OnePlus 6 sales volumes in OnePlus Experience Store grew 91%, as per official figures.

OnePlus’ focus on the Indian market will also result in the Shenzhen-based company opening an R&D centre in India, in line with its commitment to make India its second headquarters.