OnePlus has long enjoyed a loyal fanbase in India, but with the launch of Project Starlight, the brand is doubling down on its commitment to the market. Announced as a ₹2,000 crore annual investment over the next three years, this initiative aims to tackle some of the most pressing concerns faced by Indian smartphone users. During an exclusive conversation with Digit, Robin Liu, CEO of OnePlus India told us how this initiative aims to tackle specific challenges Indian smartphone users face daily.
“Project Starlight is a testament to our commitment to the Indian market,” Liu explained. “Our efforts will focus on enhancing product durability, elevating customer service, and driving India-specific innovations through continuous research and development.”
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Addressing India’s Unique Challenges
From extreme climate conditions affecting device performance to connectivity issues in congested areas, OnePlus has been listening to its community’s feedback.
“Indian climatic conditions and active smartphone usage can impact displays,” Liu shared. “Our investment in increasing R&D efforts will address this challenge while also building products that boast enhanced durability, ensuring better resistance to environmental factors and optimised cooling solutions for peak performance even in high temperatures.”
The Green Line Solution
Perhaps most striking is OnePlus’s approach to the infamous “green line” display issue that has affected various smartphone brands. The company has introduced an industry-first lifetime warranty against green-line issues on all its models.
“We have integrated an Enhanced Edge Bonding Layer, which utilises superior PVX edge-sealing materials in all OnePlus AMOLED displays,” Liu said. “This PVX layer acts as a barrier, significantly slowing moisture and oxygen penetration over time.”
The company has also ramped up its testing procedures, with devices undergoing over 180 tests, including the punishing “Double 85” test where displays face 85°C temperatures and 85% humidity for extended periods.
Expanding Service Network
OnePlus plans to increase its service centres by 50% by mid-2026, focusing on tier 2 and tier 3 cities.
“We’ve increased service centres in India by 22% in 2024 while targeting an 11% increase in exclusive service centres owned by OnePlus,” Liu revealed. “To be closer to our community, we aim to build a comprehensive service network across 28 states and over 400 cities in the next 3–5 years.”
Starting in 2025, many flagship stores will offer expanded service capabilities, including free battery, display, and system health checks.
India-Specific Innovations
The OnePlus 13 Series will be the first in India to deliver 5.5G connectivity. The company is also rolling out features like Steady Connect, which extends Bluetooth connectivity up to 360 meters, and a customized signal optimization feature for Delhi Metro commuters.
Liu emphasized that these innovations stem from direct engagement with users: “I have spent over 1,200 hours directly engaging with our Indian community members, actively listening to their feedback and insights from both users and partners.”
OnePlus faces increasing competition in the premium smartphone space and with Project Starlight it is taking a significant bet on the Indian market. While the company has seen its market share decline recently, an investment of ₹2,000 crore could help it regain momentum by addressing the specific needs of Indian consumers.
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