Sustainability isn't about removing power adapters, says Oppo's CMO Damyant Singh Khanoria

As part of their push to sustainability, most smartphone manufacturers have stopped providing charging bricks or power adapters with their new smartphones. While these companies argue that the decision helps them achieve their goal of sustainability, Oppo feels otherwise. According to Damyant Singh Khanoria, Chief Marketing Officer - Oppo, sustainability for them isn't just about removing charging bricks from the boxes of smartphones.

"There's a difference in the way we're thinking of sustainability versus what other brands think. For us, it isn't about not putting in the charging brick. Because in our minds, charging bricks are a very important part of an overall phone experience. SUPERVOOC will not work with you buying any charger off the shelves. SUPERVOOC works because it's a five-point charging system developed by Oppo," he said.

Explaining what sustainability means for Oppo, Khanoria said that the company believes that it can be easily achieved by building products that last longer.

"We don't want to undermine the user experience of our consumers. At the same time, we believe that sustainability is about creating products that can last 1,600 charge cycles — which is twice the industry benchmark. So, build products that last longer and that will make consumers buy less often, and this will eventually bring down the carbon footprint. So, sustainability is not about not giving people something. Instead, it is about building something which is more meaningful and beneficial," Khanoria added.

Taking a jab at brands that are not providing charging bricks in the name of sustainability, Khanoria said that Oppo believes in reducing the carbon footprint in more meaningful ways than by making grand statements.

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Oppo captured the fourth spot with a 12 per cent market share in Q1 2023. According to Counterpoint Research, it was the fasted growing brand in the Rs 20,000-30,000 segment. Despite doing well in this segment, the company has decided to aim at consumers in the higher price segment with the launch of the Oppo Reno 10 Series.

The Series has three smartphones — Reno10 5G, Reno10 Pro 5G and Reno10 Pro+ 5G — that are priced between Rs 39,999 and Rs 54,999.

Talking about the strategy behind this, Khanoria said that the company is confident about the way the brand — especially Reno Series — is growing, and therefore it is ready to offer the feature-loaded smartphone at a price that is above its sweet spot.

"We have a sense of confidence around the way our brand is growing, the kind of products we're creating and how we are being perceived. Also, the Reno product in itself has been a bit of a journey for us. We did not even shy away from launching a product that was priced at Rs 80,000. Our consistent focus has been on providing the best quality, focusing on R&D and innovating. These things have helped us move up the value chain in terms of pricing over the year," he summed up saying.