Headquartered in Shenzhen, Guangdong, OnePlus is a Chinese smartphone brand founded by former Oppo vice-president Pete Lau and Carl Pei in December 2013. The company is one of the three subsidiaries of BKK Electronics, the other two being Oppo and Vivo. In one of his statements explaining the company’s philosophy, CEO Pete Lau had said that the brand aimed to design high-end smartphones with flagship hardware that did not cost premium — hence the tagline ‘Never Settle’.

OnePlus launched its first smartphone, the OnePlus One, in 2014. In India, the phone was launched in partnership with Amazon India, which has since remained the company’s preferred sales partner for all its smartphones. The company sold its early smartphones with an invite-only system where customers had to sign up for an invite to purchase the phone. The invite system was ended and replaced by a flash-sale model with the launch of the OnePlus 3 in 2016.

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