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The Rs 10,000-Rs 15,000 segment also declined, with shipments falling 20%. Meanwhile, smartphones priced above Rs 20,000 continued to grow, supported by higher launch prices, trade-in offers and no-cost EMI options. The Nord 6 and Nord CE6 series were the highest-selling models on Amazon on their respective launch days in their price bands, according to OnePlus. OnePlus was also the top-selling brand on Amazon Prime Day in the Rs 15,000-Rs 65,000 segment. Memory prices are expected to remain elevated, with the broader supply situation potentially keeping costs under pressure through 2028.
The company also performed strongly on Amazon. The pricing pressure, however, is unlikely to disappear soon. The weaker rupee is also continuing to increase the cost of imported components. For smartphone makers, this makes pricing, component procurement, and product portfolios key factors in managing ongoing cost pressure.
OnePlus keeps price increases lower than industry
Smartphone prices in India increased sharply in the first half of 2026 as rising memory costs, tighter component supply and a weaker rupee increased the cost of making devices. But while the industry raised smartphone prices by 16% on average, OnePlus limited its average price increase to 8%. The difference was even more visible at the extreme end: the steepest single price hike across the industry was 113%, while OnePlus’s biggest increase was 12%, according to Counterpoint Research. The average selling price (ASP) of smartphones in India reached a record $318 in Q2 2026, according to Counterpoint Research report. The company also has nine active smartphone models ranging from around Rs 16,999 to Rs 93,999, giving it a broad portfolio across price segments.
The price increases came as AI data centres continued to absorb large amounts of DRAM and NAND supply, putting pressure on memory prices. At the same time, the weaker rupee made imported components more expensive for smartphone makers.
OnePlus had stocked up on components earlier in the year, allowing it to secure memory at older prices before costs increased sharply.