Nxtcell India, the company operating the Alcatel brand in India and other international markets, has announced the appointment of Atul Vivek as Chief Executive Officer (CEO), effective 1 January 2026.
Vivek is transitioning from his current role as Chief Business Officer (CBO) to lead the company through its next phase of growth in India and other international markets.
Atul Vivek brings close to two decades of extensive leadership experience across sales, marketing, retail operations, and profit and loss (P&L) management. With senior leadership experience across organisations such as Realme, Samsung Group, boAt, Lava, Aditya Birla Group, and Future Group, Vivek brings a proven track record of building and scaling businesses. In his role as Chief Business Officer (CBO), he was instrumental in expanding Alcatel India’s market presence, executing strategic go-to-market initiatives, and building high-performance teams aligned with long-term growth objectives.
In his new role, Vivek will assume end-to-end responsibility for overall business growth, operations and strategic direction for the Alcatel range of smartphones and connected ecosystem, as well as other brands under Nxtcell India Private Limited.
He will lead the growth and expansion of all brands within the Nxtcell India portfolio, driving scale across both Indian and international markets. In line with its growth strategy, the company is gearing up to launch a new smartphone, an AIoT-connected ecosystem and a consumer durables brand under its umbrella.
Sanjeev Rathi, Managing Director, 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.”
Atul Vivek, Chief Executive Officer, Nxtcell India, 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. 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.”
