The exit of OnePlus India CEO Robin Liu a few days ago should have been a clue, but it now seems that the dominoes are indeed falling. Reports coming in indicate that the Chinese smartphone brand is preparing for a major shift in how it operates in India, moving aggressively toward an online-first, direct-to-consumer model.
According to a report by Moneycontrol, OnePlus is planning to dramatically reshape its retail presence in India, prioritising online sales while scaling up its after-sales service infrastructure. The move could mark one of the most significant strategic pivots for the brand since it entered the Indian market over a decade ago.
The company has confirmed that it intends to focus more heavily on a direct-to-consumer (D2C) model, selling devices primarily through online platforms. This approach is expected to help the brand maintain competitive pricing while reducing the operational overhead associated with maintaining a large offline retail network.
India has long been one of OnePlus’ most important markets, but the smartphone landscape has evolved rapidly in recent years. With consumers increasingly comfortable buying premium devices online, the company appears to be betting on digital channels as its primary growth engine.
As part of this shift, sources indicate that most partner-run OnePlus exclusive stores across India have been asked to shut down operations. Only a small number of company-owned outlets are expected to remain functional.
Reports suggest that just three official OnePlus stores, in Hyderabad, Chennai, and Bengaluru, may continue to operate, serving more as brand experience centres rather than widespread retail outlets.
For retailers and partners who have invested heavily in OnePlus-exclusive stores over the years, the sudden change has reportedly come as a surprise, particularly given the limited transition window being offered.
The restructuring does not stop with exclusive stores. Distributors in the general trade channel have reportedly been given March 31 as their final billing date, after which regular supply of devices is expected to pause.
Partners have been asked to clear their remaining inventory without a formal transition period, raising concerns about recovering outstanding credit and managing unsold stock.
Modern retail partners have also been informed that billing will halt for several weeks after the March deadline. Future product launches, including the upcoming Nord 6 smartphone, are expected to be sold primarily through online platforms such as Amazon.
Interestingly, while the company appears to be scaling back its physical retail footprint, it is simultaneously expanding its after-sales service network.
OnePlus plans to increase its authorised service centres from roughly 400 to more than 600 locations across India. This expansion will largely leverage the infrastructure of its parent company, Oppo.
The move suggests a deeper operational alignment between OnePlus and Oppo, something that has gradually been happening over the past few years across product development and backend operations.
Sources familiar with the matter say that the expansion of service centres is designed to reassure customers amid the closure of offline retail channels.
Under Indian regulations, smartphone manufacturers are required to provide service support for up to five years even if a product line or business operation winds down. By tapping into Oppo’s established service network, OnePlus can meet this requirement without needing to make significant additional investments.
The shift toward an online-first strategy reflects broader changes in the Indian smartphone market. With e-commerce now accounting for a significant share of premium smartphone sales, brands are increasingly prioritising direct online engagement with consumers.
For OnePlus, which originally built its reputation as an online-first brand through invite-based launches and Amazon partnerships, this move could be seen as a return to its roots—albeit under very different market conditions.
However, the sudden restructuring of its retail and distribution network could create short-term disruption for partners and retailers who helped build the brand’s presence in India over the years.
For now, the coming months will reveal whether this pivot strengthens OnePlus’ position in one of the world’s most competitive smartphone markets.