China’s leading smartphone giant, BBK Group is reshuffling the Indian sales strategy for its popular brands, Oppo, Realme, and OnePlus, amid increased scrutiny from the government.
The group is shifting from a unified sales entity for these brands to individual sales and marketing teams for each brand. This strategic move aims to minimise risks should the government decide to tighten its regulations further.
As disclosed in the company’s recent regulatory filings, Realme Mobile (India) has already taken steps towards the separation by handling the wholesale of Realme products. The company is now directly handling the brand's marketing, distribution, and after-sales services.
It is expected that OnePlus will similarly broaden the operational scope of OnePlus Technology India to include sales and distribution. But this is yet to be formalized.
Up until this strategic pivot, Oppo Mobiles India was responsible for the combined sales and service revenues of Oppo, Realme, and OnePlus, reporting impressive sales of ₹51,994 crore in the fiscal year 2022-23. Alongside Vivo and iQOO, BBK Group’s total revenue from its Indian operations soared to ₹81,870 crore in FY23, surpassing its competitors Samsung and Apple in the Indian market.
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