OnePlus launches online store in India but you can't buy its phones, yet

OnePlus wants to make it easier for Indians to purchase its products.

The Chinese smartphone maker today launched its online store in India, which the company says will offer users a "personalised shopping experience", exclusive merchandise, and limited-time offers to existing users. Additionally, the store will help users purchase genuine OnePlus products in the country, Vikas Agarwal, General Manager - India, OnePlus said.

On its website, OnePlus is currently offering a range of accessories including Type-C cables, screen protector for the OnePlus 3, protective cases, earphones, and flip covers. Missing from the list is its smartphones, which OnePlus will continue to sell via Amazon India, the company told Mashable India. This is a deviation from OnePlus' global online store, which also sells smartphones in select regions.

The launch of the online store underscores the company's focus on India. Over the months, it has been working on stepping up its logistics and sales efforts to better serve its customers. Last month, it announced plans to set up an experience centre in the country (to be its first worldwide). The company has also partnered with physical retail chains in the past in India to let people walk into a brick and mortar store and experience the phone themselves before making a purchase.

"The ecommerce platform marks yet another major milestone in our India journey and reiterates our long term commitment towards the Indian market and our fan community here,” Agarwal added.

OnePlus is not the only Chinese smartphone brand that has ramped up its efforts in India. Its arch rival Xiaomi too has set up its own online store from where it sells its smartphones, accessories as well as smart home devices like the Mi Air Purifier.

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It too has expanded its offline presence recently and embarked in an advertising blitzkrieg with billboards across major cities and airports. The company has also hinted in the past about plans to open its Mi Home experience stores in India.