OnePlus Becomes No. 1 Premium Smartphone Brand in India, Surpassing Samsung and Apple

OnePlus has emerged as the fastest growing smartphone brand in the past quarter in India, leading the high-end smartphone sales for the first time in the market.

According to the latest research from Counterpoint Market Monitor service, OnePlus currently has 40 percent of market share in India while Samsung and Apple stand at 34 percent and 14 percent respectively.

India Premium Smartphone Segment Market Share - Q2 2018
India Premium Smartphone Segment Market Share – Q2 2018. Source: Counterpoint Research Monthly India Market Analysis June 2018

OnePlus 6 was the best-selling model in the premium smartphone category priced above 30,000 rupees ($437), followed by Samsung S9 Plus and OnePlus 5T. The brand grew 446 percent in the second quarter to become the leader of Q2.

OnePlus 6 Red
OnePlus 6 Red

Pete Lau, founder and CEO of OnePlus said in a forum post that the young market is now set to become OnePlus second homeground and a centre for product innovation. OnePlus is now increasing its points of sale by launching offline and exclusive stores across key cities. This will enable the brand to reach out to a larger user base going forward.

OnePlus captured the first place of high-end flagship smartphones within only 14 quarters after entering into India. It now sits among the biggest five smartphone brands with over 4 percent revenue share for the first time, according to Neil Shah, partner & research director of IoT, Mobile & Ecosystems at Counterpoint Research.

Top Premium Smartphones Q2 2018.
Top Premium Smartphones Q2 2018. Source: Counterpoint Research Monthly India Market Analysis June 2018

The brand has maintained its position as one of the top 3 premium smartphone makers in India for the last three quarters.

Instead of relying on heavily funded marketing campaigns, OnePlus deployed the word of mouth policy and one flagship a year strategy to win in a competitive market like India. The Indian smartphone market also returned to double digit year-on-year growth, that is 19 percent in Q2, after a flat first quarter growth.

OnePlus also plans to give back to the community that was at the forefront of OnePlus’ journey from the beginning. The company has announced deals on, and exclusive offers for buyers on, such as six months no-cost EMI on all popular bank debit and credit cards, 1500 rupees cashback on ICICI Bank credit card EMI transactions and extra 1500 rupees off if they exchanged it with an older OnePlus.