China-based smartphone maker OnePlus has just announced that it’s partnering with Reliance Digital to expand its offline reach to Tier-2 cities. This is not the first such tie-up as the company has also teamed up with Tata-owned retail chain for electronics, Croma back in September. This is an attempt to ensure wider offline reach for the company so that its brand becomes more mainstream for the causal buyer while pulling in potential buyers who still shop offline. This will also give potential buyers who are on the fence about buying the device, an option to use the device at their nearest Reliance Digital or Croma Store.
Roping in both the big names in the offline retail industry in a span of two months puts the company at a position of strength. As part of the partnership, the company will open OnePlus kiosks inside 20 Reliance Digital stores across the country. According to a report by Business Standard, General Manager for OnePlus India, Vikas Agarwal stated that this move will improve the visibility of the company to strengthen its position against its rivals. This will also allow OnePlus to reach a new audience in the segment where it does not “have a larger presence”.
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The report also added that Reliance Digital may announce some promotional offers that have not been announced right now. It is likely that the company will gradually expand the Kiosks in more Reliance Digital stores in the market. But, for the time being, an initial lot of Reliance Digital Stores to get the kiosks includes Mohali, Ghaziabad, Mangalore, Visakhapatnam, and Bhubaneswar in addition to other “high-growth Tier-1 cities”.
The report noted that the Kiosks will launch from October 30 to aim the Diwali sales and they will only stock the OnePlus 6. The upcoming OnePlus 6T will come to kiosks after its launch. This strategy is an expansion of the existing plan where OnePlus is increasing the number of exclusive OnePlus Experience and Authorized stores across Tier-1 cities in India.