Alcatel operator Nxtcell India appoints Atul Vivek as chief executive officer

Nxtcell India Pvt. Ltd., which operates the Alcatel brand in India and select overseas markets, has appointed Atul Vivek as Chief Executive Officer, effective 1 January 2026.

Vivek steps into the role from his current position as Chief Business Officer, assuming overall responsibility for business growth, operations and strategic direction across the company’s smartphone and connected ecosystem portfolio.

He brings nearly two decades of leadership experience spanning sales, marketing, retail operations and profit-and-loss management. Vivek has previously held senior roles at companies including Realme, Samsung Group, boAt, Lava, the Aditya Birla Group and Future Group.

During his tenure as chief business officer, Vivek played a central role in expanding Alcatel India’s market presence, executing go-to-market strategies and building teams aligned with the company’s longer-term growth plans, Nxtcell India said.

The appointment comes as Nxtcell India enters what it describes as a critical phase of expansion. Vivek will oversee the growth of all brands within the company’s portfolio across Indian and international markets, and will lead upcoming launches including a new smartphone, an AIoT-connected ecosystem, and a consumer durables brand.

Commenting on the appointment, Sanjeev Rathi, managing director of Nxtcell India, said Vivek’s elevation reflects the company’s confidence in internal leadership continuity. “He has consistently demonstrated strong leadership, strategic foresight and execution excellence,” Rathi said, adding that the board expects Vivek to help scale the business and strengthen its multi-brand strategy.

Vivek said he was looking forward to leading the company at a pivotal stage. “It has been a privilege to be part of Nxtcell India’s journey and building Alcatel,” he said. “I am honoured to lead the organisation at this stage of growth, launch new brands and expand into other global markets.”

The leadership change underscores Nxtcell India’s focus on consolidating its position in the competitive consumer electronics market, where brands are increasingly diversifying beyond smartphones into connected devices and home appliances.