New Delhi: OnePlus India Chief Executive Officer Robin Liu has resigned from the position as the company is experiencing a more extensive restructuring globally. Liu, who was hired by the company in 2018, has been serving his notice period and is expected to leave the company in a formal manner on March 31, reported by The Economic Times. He has already moved to China, although the firm is also allegedly attempting to convince him to remain.
The departure will be a significant change of leadership of OnePlus in one of its key markets. Liu was critical in restoring the brand to its feet at a very difficult time, especially when the relationship with offline retailers had been strained, therefore putting its operations in India at stake. The industry personalities give him credit for spearheading a successful turnaround and regaining the company its lost status in the high-end smartphone industry.
Leadership shift within OPPO group
According to the sources, Liu has recently been requested to report to the Realme CEO, Sky Li, who has been granted expanded control over the sub-brand operations in the OPPO group. In the past, the two leaders worked on the same level, with each leading their respective brands on their own. This reorganisation is regarded as a larger initiative of simplifying decision-making and enhancing operational efficiency throughout the group.
The reorganisation is an indication of the plan of OPPO to centralise the resources and speed up product development as the cost increases and supply chain bottlenecks continue to affect the global smartphone market. Companies are increasingly focusing on tighter integration to stay competitive in a challenging market environment.
Market pressures and strategic reset
The change of leadership is at the moment when the company OnePlus is experiencing a decreased market share in the Indian upmarket segment of smartphones. In 2025, the brand declined its share in the category to 2.4 per cent compared to 3.9 per cent in 2024, which was amongst the highest declines. The rival companies such as Samsung and Vivo have become increasingly competitive, and this has added more pressure to the company.
As a reaction, OnePlus has recently reverted to a more online-orientated sales approach that will help lower operation costs and ensure the preservation of the margins. The action is an indication of a strategic reset button as the company tries to get the momentum going again in a very competitive market.