OnePlus is reportedly set to shut down a large number of its partner-operated exclusive retail stores across India, signalling a major shift in its business strategy toward a direct-to-consumer (D2C), online-first model.
The company is expected to retain only a limited number of company-owned outlets in key urban markets such as Bengaluru, Chennai, and Hyderabad, while gradually phasing out much of its offline retail network.
As part of the transition, distributors have reportedly been given a March 31 deadline to complete final billing and clear existing inventory, indicating a rapid restructuring process with minimal transition time.
Going forward, OnePlus is expected to rely heavily on online sales channels, including e-commerce platforms, for future product launches. Upcoming devices, particularly the next-generation Nord series, are likely to be positioned primarily for online sales, reinforcing the brand’s renewed focus on digital-first consumers.
The company has positioned this strategic shift as a move to strengthen direct engagement with customers while also improving pricing competitiveness. By reducing offline retail costs such as distributor margins, store operations, and logistics expenses, OnePlus aims to offer more competitive pricing and better align its products with the needs of Indian consumers.
At the same time, the brand is expanding its after-sales service capabilities by leveraging the infrastructure of Oppo. This includes scaling service support to more than 600 centres across over 500 cities, ensuring customer service accessibility despite a reduced physical retail presence.
The development comes amid a broader restructuring phase within the company and increasing pressure from intensifying competition in India’s smartphone market. Industry observers note that the move reflects a wider trend among smartphone brands shifting toward online-led distribution models to maintain cost efficiency in price-sensitive markets like India.
