New Delhi, India — Nxtcell India Pvt. Ltd., which operates the Alcatel brand in India and other international markets, has appointed Atul Vivek as its chief executive officer, effective January 1, 2026.
Vivek succeeds to the role from his previous position as chief business officer. According to the company, he will be responsible for overseeing business growth, operations, and strategic direction across the Alcatel smartphone range, its connected ecosystem, and other brands under Nxtcell India Private Limited.
Vivek has nearly two decades of experience across sales, marketing, retail operations, and profit and loss management. He has previously held senior leadership roles at organisations including Realme, Samsung Group, boAt, Lava, Aditya Birla Group, and Future Group. During his tenure as chief business officer, he played a role in expanding Alcatel India’s market presence and executing its go-to-market strategy.
Moreover, the company also stated that the appointment forms part of its efforts to strengthen its leadership structure as it enters what it describes as a new phase of growth. Vivek is also expected to lead the expansion of Nxtcell India’s portfolio across domestic and international markets while Nxtcell is preparing to introduce a new smartphone, an AIoT-connected ecosystem, and a consumer durables brand.
Commenting on the appointment, Sanjeev Rathi, managing director of Nxtcell India, said, “We are delighted to have Atul Vivek as an important pillar of our organisation. He has consistently demonstrated strong leadership, strategic foresight, and execution excellence. His elevation to CEO represents progression and reinforces our confidence in his ability to scale the business, strengthen our multi-brand portfolio, and lead Nxtcell India through its next chapter of sustained growth and global expansion.”
Speaking on his new role, Vivek said, “ It has been a privilege to be part of Nxtcell India’s journey and building Alcatel, and I am honoured to lead the organization at this pivotal stage of growth and also to launch new brands and expand to other global markets.”
Vivek added, “Together with our leadership team and colleagues, I look forward to accelerating brand-led growth, expanding globally, and building innovative, future-ready solutions that drive long-term impact.”
