OnePlus Announces Project Starlight with Rs. 6,000 Crore Investment for Better Products & Services in India

OnePlus has taken a bold step to deepen its roots in the Indian market, announcing Project Starlight, a Rs. 6,000 crore investment initiative spread over three years. This ambitious plan aims to deliver better durability, improved customer service, and features designed specifically for Indian users.

With a focus on long-term growth, OnePlus is betting big on localizing its offerings while addressing some long-standing challenges faced by its users in India.

Aiming for Durability

Durability is one of the core areas of focus for Project Starlight. OnePlus plans to introduce improvements in display technology to address common issues faced by users, particularly in challenging conditions like intense sunlight or heavy usage.

• New Display Standards: The company is set to launch the world's first DisplayMate A++ certified display in its upcoming flagship device, which is the OnePlus 13. Known as the 2K 120Hz ProXDR Display, it features a peak brightness of 4500 nits, designed to maintain clarity and visibility even in bright outdoor settings. This move aims to meet the needs of users in India, where sunlight can be intense and device screens often struggle in such conditions.

• Addressing AMOLED Challenges: To resolve the "green line" issue-a common problem in AMOLED displays-OnePlus is introducing a protective layer and ramping up hardware testing. Additionally, the company will offer a lifetime warranty on these displays, a practical measure aimed at improving consumer trust in their products.

Expanding and Upgrading Customer Support

Recognizing the importance of reliable support for its users, OnePlus is investing heavily in its customer service infrastructure.

• More Service Centers: The company has increased the number of service centers by 22% over the past year and aims to expand its network by 50% by mid-2026. This expansion will focus on both urban and semi-urban areas to ensure wider accessibility.

• Improved Digital Support: To complement physical services, OnePlus is enhancing online support through features like hotline assistance, WhatsApp-based customer service, and live chat. These options are being rolled out to make it easier for users to resolve issues remotely.

• Retail Upgrades: In addition to service expansions, OnePlus plans to upgrade half of its flagship stores and improve third-party retail spaces to offer a more consistent and reliable in-store experience.

India-Specific Features: Connectivity and Practical Enhancements

India's diverse environment and usage patterns call for specific solutions, and OnePlus is addressing this through features tailored to Indian consumers.

• 5.5G Connectivity: The upcoming OnePlus 13 series will introduce 5.5G connectivity in India. The company claims this will offer up to 380% faster speeds compared to existing standards, a feature that could be particularly beneficial as the country transitions to a more connected digital ecosystem.

• Improved Bluetooth Functionality: With the new Steady Connect feature, OnePlus aims to enhance Bluetooth connectivity by increasing its range to 360 meters. This feature is designed to work effectively even in environments with heavy signal interference, such as crowded metro stations or busy gyms.

Implications for Indian Smartphone Users

Project Starlight highlights OnePlus's strategic shift toward localizing its offerings for Indian consumers. The focus on durability is likely to appeal to users in India, where climate and high device usage pose challenges to longevity. Similarly, the expansion of service networks and India-centric features such as enhanced connectivity reflect an effort to align with user needs in the region.

This initiative also places OnePlus in a competitive position within India's smartphone market. By addressing specific pain points such as display issues, limited service accessibility, and connectivity challenges, the company is signaling its intention to play a more active role in solving problems unique to Indian users.