Premium smartphone buying decisions used to be straightforward- compare processors, camera specs and charging speeds, then choose the best package. Today, users are asking different questions. Can a phone keep up through a full day of shooting? Does content feel ready to share without extensive editing? Can moving from capture to publishing feel seamless?
That change is reshaping India’s premium smartphone market. According to IDC, the segment grew 37% in Q1 2026, reflecting rising demand for devices that deliver stronger experiences, not just stronger specifications.
The shift is being accelerated by India’s growing creator economy, where smartphones have become the primary tool for capturing, creating and sharing. From photographers and entrepreneurs to users building communities online, expectations from premium devices are evolving—from what a phone offers on paper to how effortlessly it fits into everyday use.
Responding to this shift, OPPO has been expanding its premium approach beyond hardware, bringing together imaging innovation, intelligent software and ownership experiences into a connected ecosystem designed around how people create today.
With 15.3% market share, OPPO remains among India’s top three smartphone brands, while emerging as one of the fastest-growing brands in the premium segment in Q1 2026, according to Counterpoint Research and CMR. The brand continues to strengthen this position through investments across imaging, AI-led experiences and premium service infrastructure.
Building imaging experiences for the way India creates
As smartphones increasingly become the primary tool for creation, expectations from mobile imaging have moved beyond camera specifications.
{{/usCountry}}As smartphones increasingly become the primary tool for creation, expectations from mobile imaging have moved beyond camera specifications.
{{/usCountry}}For users today, great imaging is less about manual control and more about confidence—capturing content that feels natural, consistent and ready to share without extensive editing. Whether it is changing light conditions, diverse skin tones or switching between photo and video, users increasingly expect smartphones to do more in the background.
At the center of this is the LUMO Image Engine, which combines imaging hardware, AI and computational photography to create more natural results across different environments. Designed to preserve natural color, balanced lighting and detail, the system focuses on making smartphone photography feel true to the moment. This approach is complemented by OPPO’s partnership with Hasselblad, with an emphasis on natural color science and a more authentic photography experience.
To make these experiences relevant for Indian users, OPPO extends development beyond controlled environments through initiatives such as LUMO Lab—bringing together the brand’s global engineers and renowned Indian photographers and creators, including Joseph Radhik, to refine imaging across real-world scenarios, finetuned for how India lives and captures.
At the same time, OPPO is expanding its role beyond the device itself. Through the recently introduced LUMO Creator’s Program in collaboration with Instagram, the brand is reinforcing a broader belief that smartphones are becoming more than creation tools—they are increasingly platforms for visibility, expression and participation in India’s growing creator economy.
Premium experiences designed around different ways of creating
As creator needs become more diverse, premium smartphone experiences are increasingly being shaped around different ways of creating.
This approach comes to life through the Find X Series, with the Find X9 Ultra and Find X9s designed to deliver premium imaging experiences tailored to different creator needs.
The OPPO Find X9 Ultra is designed for users who approach imaging as a more serious creative workflow. Built around the Hasselblad Master Camera System, it combines a multi-focal imaging experience with greater consistency across lenses, while enabling more flexibility for reframing, post-production and long-range capture across varied environments.
For users who prioritize ease without compromising quality, the OPPO Find X9s takes a more intuitive approach. Its Hasselblad-tuned triple-camera system and LUMO Image Engine work together to simplify imaging decisions in the background—delivering natural portraits, balanced lighting and reliable output across everyday moments, all within a lightweight and durable design.
Bringing these experiences together is the latest ColorOS 16, designed to make moving between capture, editing and sharing feel smoother through more responsive performance and intelligent background optimisation.
Extending premium ownership beyond the purchase
As users invest more into premium smartphones, service is becoming an increasingly important part of decision-making. Ownership today extends beyond performance on day one.
OPPO’s presence in India is supported by a service network of over 600 centres across 500+ cities, with support available in 19 languages. At the centre of this is Service Center 3.0 Pro—designed to deliver faster resolutions, greater transparency and a more seamless ownership experience.
By bringing together imaging, software and ownership experiences, OPPO is building a premium ecosystem designed to evolve alongside India’s next generation of creators.