Transsion
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OnePlus, Xiaomi trim 12-15% of India marketing and offline sales roles as entry-level demand cools
Smartphone majors OnePlus, Xiaomi, Realme and Transsion are cutting marketing, offline sales and admin headcount by 12-15% in India. Entry-level sales are down 8-10%, premiumisation is shifting volumes online, and salary hikes have been corrected 15-20% as brands move to leaner, distributor-led structures.
ET Retail · 5/23/2026, 5:04:45 AM
OnePlus, Xiaomi, Realme cut India marketing and offline sales roles as entry-tier demand fades
Chinese smartphone brands are slashing 12-15% of India corporate headcount as the sub-Rs 15,000 segment shrinks and premiumisation reshapes go-to-market. OnePlus disbanded a 60-person offline expansion team; Realme pushed 50+ area managers to distributor payrolls; Transsion and Xiaomi trimmed frontline 5-15%.
ET Small Business · 5/22/2026, 7:31:30 PM
Smartphone prices in India set higher floor as AI memory crunch reshapes the shelf
Over 130 models have repriced upward as AI-driven demand for memory chips tightens supply. Budget brands like Xiaomi, Realme and Transsion are downgrading specs to hold price points, while Apple and Samsung lean into pricier variants. The Rs 29,999 sweet spot is eroding through 2026.
ET Small Business · 5/20/2026, 9:53:47 AM