Project Starlight: OnePlus’ Commitment to the Indian Market

As the smartphone market in India continues to evolve, consumer expectations are rising rapidly. OnePlus is leading the way in innovation with its ambitious ‘Project Starlight’. The brand has committed to an annual investment of INR 2000 crore until 2027, aimed at significantly improving product durability, tailored features, and customer satisfaction. In an exclusive discussion with Startup Superb, Robin Liu, CEO of OnePlus India, shares the brand’s future vision, highlights customer-first solutions such as the Green-Line Worry-Free warranty, and discusses the importance of the Indian market in OnePlus’ global strategy.

Vision Behind Project Starlight

Robin Liu emphasized that from the start, OnePlus has embraced the vision of “Never Settle.” This philosophy has driven the brand to introduce cutting-edge technology for its users. He acknowledged that India represents a growing smartphone market, with consumers looking for a brand that consistently offers innovative features and seamless after-sales service. OnePlus aims to meet the demands of its Indian community by providing advanced, premium products that cater to the changing preferences of consumers. Project Starlight was conceived to further these goals, with significant investment focused on creating more robust devices, enhancing customer service, and developing features unique to India.

Enhancements Under Project Starlight

As a part of Project Starlight, OnePlus has introduced an industry-leading initiative, the Green-Line Worry-Free Solution, offering a lifetime warranty on all smartphones, specifically addressing display issues like the green line dilemma.

A considerable segment of this investment is directed towards customising products for the Indian market. The OnePlus 13 Series, for instance, is the very first smartphone in India to feature 5.5G connectivity, boasting speed improvements of up to 380%. Furthermore, a customised signal optimisation feature has been implemented for the Delhi Metro, ensuring commuters experience uninterrupted connectivity. OnePlus is also enhancing its research and development initiatives to create products with superior durability, environmental resistance, battery longevity, and optimised cooling solutions for high-performance use even in extreme temperatures.

Investment Scale and Local Impact

Many OnePlus products serving the Indian community proudly display the “Make In India” label. The local research and development team has played a crucial role in fostering innovation, creating advanced features like OxygenOS and optimised 5G performance. OnePlus has actively involved Indian users through community co-creation initiatives, collecting valuable feedback to refine product design and user experience. The commitment to “Make in India” started with the OnePlus 10 Pro, which was the first model produced in India, and continues with the recent OnePlus 13 series. With Project Starlight, OnePlus plans to expand its R&D capabilities at its Hyderabad centre, aiming to develop tailored solutions for the Indian audience that enhance durability and address specific challenges such as green-line issues.

Understanding the Green-Line Worry-Free Solution

OnePlus takes pride in delivering solutions that align with user needs. The brand has recently launched the industry-first “Green-Line Worry-Free” solution, addressing the widespread green-line challenge. This initiative is built on three fundamental aspects: first, incorporating unmatched technology through the Enhanced Edge Bonding Layer, which utilises premium PVX edge-sealing materials in all OnePlus AMOLED displays. Second, ensuring stringent quality control through over 180 tests conducted by the OnePlus Quality Engineering Lab, promoting optimal product quality. A specific double 85 test subjects displays to 85°C and 85% humidity over an extended period, guaranteeing product longevity. Lastly, users benefit from a lifetime warranty across all smartphone models, providing the community with a hassle-free OnePlus experience. This solution highlights OnePlus’ dedication to ensuring an outstanding user experience and fostering consumer trust.

Future Product Portfolio in India

OnePlus is keen to introduce innovative technology that enhances the daily operations of its users. There is a growing focus on integrating AI within devices, making them more intuitive by adapting to customer usage habits while also introducing advanced solutions that cater to the Indian market and Red Cable Club members.

The year 2025 began with the launch of the OnePlus 13 series, which merges cutting-edge innovation, AI, excellent performance, and stylish design. This range introduces an IP68 + IP69 rating, making it ideal for users who require exceptional resilience and durability.

Future product launches will further solidify the OnePlus ecosystem, reinforcing both the brand’s innovation-first strategy and its leading position within the Indian market.

Expanding Customer Service in India

A key component of Project Starlight involves enhancing OnePlus’ after-sales services. To address potential consumer concerns, OnePlus has increased its service centres by 22% in 2024 and aims for a 50% expansion of its entire network, especially in Tier-II and Tier-III cities.

Starting in 2025, select flagship stores will provide servicing capabilities, including free battery, display, and system health checks, alongside loaner devices. The contact centre has been modernised, offering various communication channels such as hotlines, WhatsApp, and live chat for immediate responses. A direct feedback channel is also set to be implemented, ensuring the voices of the community can be heard.

Building understanding of the customer’s needs and concerns is fundamental, and the technical support team undergoes extensive training to deliver quick, clear, and dependable solutions. This multi-faceted after-sales initiative is aimed at providing seamless support to the OnePlus community. The goal is to establish a comprehensive service network covering 28 states and over 400 cities within the next 3-5 years, bringing OnePlus closer to its users.