OnePlus to Invest ₹2,000 Crore Annually to Develop India-Specific Features

OnePlus has announced a new initiative called ‘Project Starlight’ to develop devices, features and services tailored for its customers in India. The company expects to invest ₹2000 crore annually for at least three years, in what it calls a strategic vision. The company has identified three key areas in which it plans to innovate in order to cater to the needs of Indian smartphone users – making devices more durable, providing improved customer service, and offering localised features and solutions.

The first two such features have already been developed, and both relate to display technology. OnePlus says it has developed the world’s first display which is DisplayMate A++ certified, which means it is visible clearly even under very harsh sunlight. It is said to be able to achieve a 4500nit peak brightness, which is likely to be when showing HDR content. This should allow for greeter colour fidelity and clarity even in unfavourable viewing conditions. The panel will have a 2K resolution and 120Hz peak refresh rate. OnePlus’s statement also references viewing comfort in low light and at night, which could indicate improvements when running at very low brightness. 

This new panel technology will debut in “an upcoming flagship device” which could be a model in the OnePlus 13 series, recently teased to launch in India in January 2025.

The second innovation is aimed at preventing the green line issue that has plagued many devices with AMOLED screens. The company says it has developed a new protective layer and has instituted new, more rigorous hardware tests for the panels it uses. In addition, all OnePlus devices will be covered by a lifetime warranty against this issue. 

OnePlus says it has identified user experience issues that are important to Indian buyers, and will be using Project Starlight to address these. Examples include more meaningful AI features and more reliable connectivity. The company will be introducing custom signal optimisation for specific challenging places such as the Delhi Metro, and is also claiming to enhance Bluetooth connectivity range to up to 360m. 

In addition, the company will undertake improving its after-sales service offerings, adding 50 percent more service locations by mid-2026 and expanding online customer service options including via a hotline and WhatsApp. Retail stores are to be upgraded, and third-party sellers will also be able to offer dedicated customer service. A new repair tracking service will allow owners to check progress on their issues.

The announcement hints at other areas that the Project Starlight initiative might soon tackle: the long-term ownership experience as users now replace their phones less often, extreme heat and humidity, and reliability even with heavy daily usage.