OnePlus India and Reliance Digital have partnered up to make OnePlus products available offline through Reliance Digital outlets, starting with the OnePlus 6T. OnePlus, and other smartphone brands in India have been looking to expand their offline footprint since a large chunk of smartphone sales still result from walk-in store purchases. OnePlus recently opened offline experience stores in Mumbai, Bengaluru and Kolkata, in line with the company’s increased focus on additional offline touchpoints in India. The Indian market is the biggest revenue contributor for OnePlus, making for over 1/3rd of the company’s revenue in 2017. Under the terms of its deal with Reliance Digital, OnePlus will be offering its devices, including the OnePlus 6T, at the same price as online stores like Amazon, but buyers will get to avail benefits from promotional campaigns run by Reliance Digital stores. One can also expect the OnePlus 6T to launch in India with some data and calling offers from Reliance Jio. Speaking about the partnership, Vikas Agarwal, General Manager, OnePlus India, said, “The premium smartphone segment in India is steadily growing, and OnePlus seeks to more effectively tap into this space, with a nifty strategy combining both online and offline platforms for a holistic reach. This partnership with Reliance Digital will equip OnePlus with a more robust physical presence, enabling the brand to cater to its increasing user base through multiple touchpoints across cities. The focus on curating only the best user experience by Reliance Digital resonates with that of OnePlus’ user philosophy.” “The intensification of the brand’s offline strategy is only to complement the existing online business model and create offline touchpoints for users to physically engage with the brand, better understand the product and for the brand to gain better visibility and trust among our offline audiences,” he added. The company has previously said that its community members who are able to touch-and-feel the device are more confident about their purchases and feel more comfortable with the brand. Compared to the OnePlus 5, OnePlus 6 sales volumes in OnePlus Experience Store grew 91%, as per official figures. OnePlus’ focus on the Indian market will also result in the Shenzhen-based company opening an R&D centre in India, in line with its commitment to make India its second headquarters.
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