In a major leadership change, Robin Liu, Chief Executive of OnePlus India, has stepped down from his position effective March 31, as the smartphone company faces a 38.8% decline in shipments compared to last year. His departure coincides with broader restructuring efforts across the company’s global operations. OnePlus released an official statement on Tuesday affirming that its operations in India will persist with a localized approach to maintain business continuity.
In an official statement, OnePlus India noted: "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".
Robin Liu, who became part of OnePlus in 2018 and is recognized for overseeing the brand's recovery amid previous retail conflicts, is presently in his notice period.
The leadership shift comes amid growing speculation about the brand’s future in the country. However, the resignation of the India CEO has further fuelled these concerns. In January 2026, Robin Liu addressed the issue directly on X (formerly Twitter), stating that "unverified reports suggesting OnePlus is closing down are incorrect" and that "OnePlus India's business operations are proceeding as usual."
To tackle rising component costs and a steady decline in market share to competitors like Samsung and vivo, the company has announced a return to a primarily online sales model. This strategy aims to consolidate resources, reduce operational expenses, and maintain profit margins.
In an official statement regarding its operations in India, the company declared: "OnePlus India operations persist with a local strategy and business continuity guaranteed." For existing customers, this means that service centers, software updates, and retail support will continue to operate under the new localized management framework, even as the brand shifts its focus from physical retail locations to digital platforms.
Although shipments have significantly decreased—by 32% according to Cybermedia Research and 38.8% as per IDC, the company has reassured stakeholders that maintaining business operations is still a top priority.