OnePlus India CEO Robin Liu Steps Down Amid Global Restructuring

UPDATE: OnePlus has now confirmed that Robin Liu has stepped down as the India CEO, as the company reassesses its global strategy, including possible scale-backs in markets like India.

"We thank Robin for his contributions to OnePlus India. He moves on to pursue his personal passions, and we wish him the very best for his future endeavours," the company said to Business Today.

Robin Liu, OnePlus India Chief Executive, has reportedly stepped down from his role as part of an ongoing restructuring of the company's global operations. Liu, who joined the company in 2018, is currently serving his notice period and is expected to leave the company by March 31, according to a source.

OnePlus India CEO Robin Liu Steps Down

A report by The Economic Times states that Liu has already returned to China, although the company is reportedly trying to retain him. Industry executives said Liu's departure marks a significant moment for the brand in India. One executive noted that Liu took over as CEO at a critical time when OnePlus was facing tensions with retailers and was reportedly close to exiting the Indian market.

Amid these, OnePlus India is also planning to shift its sales strategy back to an online-dominant model. The move is reportedly aimed at reducing operational costs and improving profit margins.

The brand has been facing increasing competition in the premium smartphone segment from rivals such as Vivo and Samsung. According to industry data, OnePlus' market share dropped to 38.8% to 2.4% in 2025, from 3.9% in 2024, which is said to be the steepest drop recorded by any smartphone brand in 2025.

Moreover, OnePlus is rumoured to shut down operations in select global markets. OnePlus' business in China will remain unaffected, and the Indian market is likely to receive budget and mid-range smartphones from the brand.

Via 1, 2