Our 3-tier portfolio structure shows how OnePlus as a brand has grown: Ford, VP of OnePlus India
As a brand, OnePlus’ journey has been quite remarkable. The OG “flagship killer”, OnePlus, has been a brand known for offering smartphones that score high on performance and value. While that positioning might have shifted somewhat in recent years, especially in the flagship space, the brand remains strongly aligned with an all-around approach that resonates with its audience. In the last few months, there have been many rumours around the brand and how it will continue in India, which is one of the biggest markets for smartphones. OnePlus responded by launching the N-series, a whole new smartphone lineup. I spoke with Ford, Vice President at OnePlus India, to get clarity on the speculation and to understand the thought process behind the new series. Read on.
2026 has seen significant chatter and speculation regarding OnePlus’ market position. What is your response to these rumours?
While 2026 did bring considerable external speculation, including questions about OnePlus’ continuity and brand direction, we’ve remained firmly focused on our priorities, directing efforts toward building and executing on a clear strategic vision. The central question guiding every decision has been one of accessibility and how OnePlus makes its experience available to a broader base of consumers, particularly in the context of industry-wide pricing pressures.
Two structural decisions followed from that question: (a) we streamlined our channel strategy to improve cost efficiency, and (b) we expanded our service network from 400 to 500 centres through the OPPO footprint, reinforcing our commitment to post-purchase support across India. On the device front, we responded to market pressures by launching the latest Nord Series: Nord 6, CE6, and CE6 Lite with launch prices consistent with their predecessors, ensuring that cost increases were absorbed at the brand level rather than being passed on to consumers. This led to a strong reception from our community, and it’s been the most meaningful indicator of our standing. Overall, OnePlus remains firmly committed to the Indian market, and the N Series announcement today is a direct reflection of that long-term commitment.
What is the strategy and thought process behind entering the highly competitive Rs 18,000 – Rs 25,000 segment with the N Series?
The Rs. 18,000 to Rs. 25,000 price segment represents the largest concentration of smartphone consumers in India, and it’s where OnePlus is now sharpening its focus. We’re bringing a foundational advantage to this segment that is difficult to replicate: over a decade of flagship engineering experience. These technical learnings are being applied directly to the N Series, extending the benefits of that expertise to a wider consumer base and winning them as well.
In fact, the broader market context is relevant here. India is the world’s second-largest smartphone market, with 152 million units shipped in 2025 as per IDC. Gen Z accounts for 44% of smartphone purchases in the country, and the Rs. 18,000 and above segment continues to represent the highest volume band in the market. The N Series has been developed with these realities in mind. Therefore, OnePlus has approached this segment with thoughtful, purpose-driven engineering focused on key consumer needs, while staying true to the uncompromising quality standards it is known for.
How is OnePlus adapting its marketing strategy to genuinely connect with this younger, value-conscious demographic?
Gen Z in India represents an unprecedented demographic force, with 377 million people who are already economically active. Equally significant is their relationship with technology. For this generation, the smartphone serves as essential infrastructure; the primary device through which they manage education, work, relationships, entertainment, and creative expression. And with average daily smartphone usage of 6 to 7 hours, mobile devices play a central role in their lives. This reality fundamentally shapes OnePlus’ product strategy for the segment.
Our marketing approach is anchored to this framework, built around content-first, platform-native communication designed for genuine relevance rather than conventional aspiration. The strategy prioritises short-form content on platforms most frequented by this audience, storytelling rooted in campus and early professional life, and creator-led conversations that carry organic credibility.
A recent example is our micro-drama campaign called “Not Again” for the Nord CE6 series in collaboration with Terribly Tiny Tales. By leaning into fast-paced storytelling, culturally resonant humour, and formats native to how young audiences consume content, the campaign achieved 15 million views and a 10% engagement rate, metrics that reflect genuine connection, not passive reach. The results reinforced a core conviction: that authenticity, narrative pace, and cultural specificity are non-negotiable when engaging this demographic.
Extending this philosophy to the N Series, we took a distinctly different creative route, one that plays on generational contrast rather than generational mimicry. Our campaign features Himesh Reshammiya alongside a Gen Z interviewer, engineering a deliberate and delightful collision of sensibilities. The choice is intentional: Reshammiya’s iconic resurgence has made him unexpectedly resonant with younger audiences, and the campaign harnesses that cultural moment to signal the N Series’ arrival as a device unapologetically built for Gen Z; bold, self-aware, and in on the joke.
Ultimately, OnePlus’ engagement with Gen Z is grounded in understanding their specific needs and building products and experiences that address them directly.
With OnePlus now operating across three distinct tiers Flagship, Nord, and the new N Series how will you prevent brand dilution? What guardrails are in place to ensure that the premium ‘Never Settle’ identity of your flagships coexists seamlessly with an affordable series?
The three-tier portfolio structure shows how OnePlus, as a brand, has grown and not diluted. It provides clear guardrails that preserve distinct positioning across the range. Each tier has a defined mandate, with no overlap in either positioning or target audience.
The Flagship range, at Rs. 50,000 and above, serves as OnePlus’ technology showcase, housing our most advanced processors, refined camera systems, and premium build quality. On the other hand, the Nord Series, from Rs 25,000 to Rs 50,000, addresses the aspirational consumer seeking flagship-level performance at a more accessible price point. Finally, the N Series, positioned at Rs 18,000 to Rs 25,000, has been developed for first-time smartphone buyers, college students, and consumers in tier 2 and 3 cities, representing a new consumer base for OnePlus rather than a repositioning of an existing one.
The key differentiation across portfolios lies in the price points and consumer segments each serves. This breadth, spanning Rs 18,000 to Rs 50,000 and above, reflects OnePlus’ commitment to delivering quality engineering to a diverse range of consumers across the Indian market.
What can we expect from OnePlus this year from a brand strategy as well as product roadmap perspective?
From a product perspective, our most significant development in 2026 is the introduction of the N Series, with the OnePlus N6 as the first device in this new lineup. It represents the most direct expression of our India-first approach, a device developed specifically for the critical mass of Indian consumers and at a price point that extends these capabilities to a significantly wider audience.
Strategically, this lineup is designed with Gen Z and the wider young hustler generation in mind. For these always-connected consumers, the smartphone is the primary tool for navigating daily life, enabling everything from learning and productivity to gaming, entertainment, and social connection. It is the product manifestation of this strategy, and our communications, creator partnerships, and community engagement will be structured to consistently reinforce this narrative.
Overall, India remains a strategic priority for OnePlus, and this launch underscores that commitment. It is complemented by the ongoing expansion of our service infrastructure, reinforcing our long-term investment in the market, ensuring our growth in India remains sustainable, reliable, and close to our community.
