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Aarihant Aaryan

Stealth • 5m

Oneplus is failing in India, infact they were the market leaders for close to 10 years but today they shutdown 4,500 stores BBk electronics entered the Indian market by launching Vivo and OPPO, both brands saw a huge adoption among lower premium smartphone segment But they had a core insight that in India there were only premium brands and non premium smartphones They realised it was a huge opportunity to launch mid premium segment of smartphone, a smartphone with features like iphone but at a lesser price Hence they launched oneplus, they saw a great adoption and managed to take 35% of marketshare in mid premium segment But instead of choosing to become the leader of their category, they launched smartphones in non-premium segments where there was less margin and in premium segment where their product wasn't aspirational This caused them losses, brand failure and compromise with retailer margins

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