Project Starlight OnePlus
OnePlus, synonymous with value-for-money smartphones and innovation, has consistently captured the imagination of Indian consumers. Its journey began with the revolutionary OnePlus One which took the market by storm, earning itself the “flagship killer” tag. Since then, while smartphones in OnePlus’ portfolio have gotten more expensive than the glory days of the OnePlus One, the company’s focus on blending cutting-edge technology with user-centric features has positioned it as a formidable player in the market. To fortify its position as a market leader in India, OnePlus has launched Project Starlight.
This initiative signals the brand’s intent to deepen its roots in India, which remains one of the most competitive and diverse smartphone markets globally. As part of Project Starlight, OnePlus has committed to an annual investment of ₹2,000 crore over the next three years. This is aimed at creating India-specific innovations while addressing durability, customer service, and unique environmental challenges.
Robin Liu, CEO of OnePlus India, addressed us at OnePlus’ factory in Shenzhen China recently, stating, “At OnePlus, we are deeply committed to understanding and addressing the unique needs of our Indian users. The Project Starlight is a demonstration to our dedication to going beyond the surface to tackle the challenges faced by our users in their daily lives. India remains a top priority for us globally, and we continue to strive to earn the trust and affection of our Indian community.”
India’s smartphone market is unique, characterised by diverse environmental conditions and demanding user habits. OnePlus has acknowledged these realities through its regional innovation strategy under Project Starlight.
Robin Liu, CEO of OnePlus India, aptly summarised the brand’s approach by saying, “From the intense heat and humidity to heavy usage and longer replacement cycles, we recognize the need for our devices and services to serve our users reliably for years to come.”
Project Starlight focuses on three key areas: durability, improved customer service, and developing India-specific features.
According to a 2022 Deloitte study, India is projected to have 1 billion smartphone users by 2026, OnePlus’s strategy to align with regional needs could resonate strongly. Striking the right balance between innovation and reliability will determine whether OnePlus can cement its leadership in this competitive landscape.
To kick off Project Starlight, OnePlus commits to making devices more durable and innovative. One of the upcoming innovations is the ProXDR display that’s set to premiere on the upcoming OnePlus 13. It is capable of a peak brightness of 4,500 nits and is the world’s first Display Mate A++ display. DisplayMate is an industry standard for optimising, calibrating, testing, evaluating, and comparing various types of displays.
Additionally, features like Steady Connect, which extends Bluetooth range to 360 meters, cater to practical challenges. This innovation proves invaluable in crowded gyms, homes, or metro stations where interference often disrupts connectivity. Additionally, OnePlus is introducing a customised signal optimisation feature tailored for environments like the Delhi Metro, ensuring undisturbed connectivity in a variety of settings.
The OnePlus 13 will also be the first smartphone to deliver 5.5G which promises 380 per cent faster speeds, which is invaluable for India’s rapidly evolving digital landscape.
Even as OnePlus rolls out ambitious projects, it hasn’t been able to escape scrutiny over recurring issues, particularly the green line defect in several of its phones with AMOLED displays. Users of devices across the OnePlus 8, 9, 10, and 11 series have reported vertical green or yellow lines appearing on screens without any apparent physical damage. This problem, although not unique to OnePlus, has gained significant visibility due to the brand’s large market share in India.
Industry experts suggest that OLED technology, which underpins AMOLED displays, is prone to pixel degradation over time. This issue is exacerbated in high-refresh-rate devices, where faster updates to the display strain the hardware. The heat and humidity in countries like India could also be a factor in display degeneration as moisture gets into a phone over time.
To that end, OnePlus has announced the Green Line Worry-Free Solution under Project Starlight. OnePlus has begun adding a new protective PVX layer to all the upcoming smartphones with AMOLED displays in the company’s portfolio. OnePlus even mentioned that devices from 2024 have also included this novel technology to reduce green line woes. OnePlus also carries out rigorous testing and quality check measures to minimise the risk of green line occurrence.
We were fortunate enough to witness some durability tests OnePlus phones go through in its Shenzhen Durability Lab. These include several drop tests, tumble tests, USB port tests, Twist and Bend tests, and IP rating tests.
A study by Counterpoint Research highlights a crucial insight: Indian consumers increasingly value durability and after-sales service, factors influencing 60 per cent of purchase decisions. Project Starlight seeks to address these priorities.
OnePlus is deploying a dedicated Quality Testing team that adopts a Zero Tolerance Attitude to quality issues. The company is also bolstering its service quality by increasing service centres in the country by 22 per cent, which includes an 11 per cent rise in exclusive service centres. The company hopes to expand its service centres by a whopping 50 per cent by 2026.
The Indian premium smartphone market is fiercely competitive, with players like Samsung, Apple, and Google continually raising the bar. For OnePlus, which carved its niche as a “flagship killer,” maintaining relevance now involves competing directly with established giants.
Project Starlight represents an important pivot. By investing heavily in India, the brand is not only strengthening its manufacturing capabilities but also customising its offerings to local preferences. For example, high-performance devices that withstand heat and humidity resonate deeply with Indian users. Furthermore, by improving after-sales service and providing durable components, OnePlus can tap into the growing preference for longevity over frequent upgrades.
However, challenges persist. Rising production costs, competition from Chinese brands like Xiaomi and Vivo, and the scrutiny over recurring issues like the green line defect all add to the complexity of operating in this market. According to IDC, OnePlus saw its market share fall from 6.2 per cent to 3.6 per cent in Q3 of 2024, so for OnePlus to recover and sustain growth in the highly competitive Indian smartphone market, it must consistently deliver on its promises.
India represents both an opportunity and a challenge for OnePlus. The country’s young, tech-savvy population appreciates innovation but demands value and reliability in equal measure. With Project Starlight, OnePlus has outlined a roadmap to meet these expectations, but its success will depend on execution.
OnePlus’ journey is a microcosm of the broader tech industry, where brands must balance the pursuit of cutting-edge features with the practicalities of everyday usage. Addressing recurring issues like the green line defect is not just a necessity; it’s an opportunity for OnePlus to demonstrate its commitment to quality.
For now, OnePlus stands at a crossroads. With its focus on regional innovation, strong investment in India, and a willingness to address challenges, the brand has the potential to redefine consumer expectations. By capitalising on this moment, OnePlus can solidify its position as a leader in India’s premium smartphone market, setting standards that could influence the global landscape. Whether it rises to the occasion remains to be seen, but one thing is clear: the stakes have never been higher.
