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.
Smartphone brands OnePlus, Xiaomi, Realme and Transsion are cutting marketing, offline sales and admin roles in India by 12-15% as entry-level sales slow and premiumisation shifts demand to online channels, prompting leaner structures and tighter pay.
Why this matters
Follows OnePlus's premium push with the Pad 4 at ₹59,999 and Nord CE 6 at ₹29,999. The layoffs confirm a structural shift: chasing premium online buyers while shrinking the entry-tier offline machinery built for India's mass market.
Retail-company signals steady at 1000 in last 90 days, with cost restructuring emerging as a dominant sub-theme.