OnePlus Plans to Expand Retail Presence in India With New Offline Stores and Partnership with Croma

OnePlus, owned by BBK Electronics, is putting plans in place for opening ten offline stores in India. The Chinese manufacturer started its operation in the country in December 2014 and has been selling its smartphone through its exclusive partnership with Amazon until now, and some models were sold via Croma as well. Vikas Agarwal, General Manager, OnePlus India said the following regarding the strategic decision when asked by IANS: “We will continue to focus on these two portals as our primary sales channels, but, going forward, we will be going offline in the top 10 cities where we are looking forward to opening our own stores.”

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Agrawal also highlighted that they were not going to focus on the conventional brick and mortar store model and planned to do things differently. He said “We are not going through a traditional offline channel. We will be opening our own stores and focusing on providing an experience which should help us increase awareness in those cities.”

However, OnePlus has already opened one ‘experience store’ in Bengaluru last year. The company plans to extend the same idea to other metro cities like Delhi, Mumbai and Chennai by the end of this year.

With its latest flagship phone, the OnePlus 5T the Chinese manufacturer managed to capture 47.3% of the total market share of premium smartphones. Also, OnePlus successfully managed to ship a whopping number of 287,000 devices in the fourth quarter of 2017 as reported by Quarterly Mobile Phone Tracker by International Data Corporation (IDC).

Agrawal also added that they will pay equal attention to stocking OnePlus phones in the Croma retail stores, giving us a hint that OnePlus gained significant momentum last year through the e-retailer Croma. Expanding on the same, the executive said the following “We recently partnered with Croma and are present in over 20 Croma stores. This year, we are going to expand our presence in the entire 100 stores that Croma has across different cities.”