OnePlus has strategically appointed Robin Liu to lead its operations in India. This decision follows a series of executive departures and aims to address ongoing issues with offline retailers in the country.
Robin Liu, who recently served as the chief executive for OnePlus’s North American region, returns to oversee OnePlus’s operations in India. He previously managed sales in the country for approximately 19 months until January 2022. Despite governmental encouragement to appoint local executives, Chinese smartphone brands like OnePlus often opt for Chinese leadership due to regulatory scrutiny and legal considerations.
The reshuffle comes after the exit of key executives, including Samrudh Pai, who managed OnePlus’s offline business, and Lincle Peng, the former head of operations in India. Since the departure of Navnit Nakra in June 2023, OnePlus India has lacked local executive leadership, a concern highlighted by industry observers.
Retail associations, such as the South Indian Organised Retailers Association (ORA), have accused OnePlus of favoring online distribution channels, which bypass traditional retail networks and disrupt fair market practices. ORA has raised concerns about unresolved claims and inefficiencies in OnePlus’s payment systems, leading to a significant portion of claims from ORA members remaining outstanding beyond expectations.
In response, OnePlus has reportedly resolved the majority of retailer claims but faces ongoing challenges in restoring trust and sustaining relationships within India’s retail ecosystem. ORA continues to advocate for fair business practices and urges OnePlus to prioritize sustainable long-term partnerships over short-term gains.
The appointment of Robin Liu signals OnePlus’s commitment to addressing these challenges and stabilizing its operations in one of its key markets amidst a dynamic and competitive smartphone industry landscape.