Nxtcell India names Atul Vivek as chief executive officer

NEW DELHI: Nxtcell India Pvt. Ltd., the company behind the Alcatel brand in India and select international markets, has elevated Atul Vivek to chief executive officer, effective 1 January 2026.

Vivek steps into the top role after serving as chief business officer, where he played a key part in sharpening Alcatel India’s market playbook, strengthening go to market execution and building teams focused on long term scale. His promotion signals both continuity and ambition as the company gears up for its next phase of expansion.

With nearly two decades of experience across sales, marketing, retail operations and P&L leadership, Vivek brings a well travelled résumé. His career spans consumer and technology heavyweights including Realme, Samsung Group, boAt, Lava, Aditya Birla Group and Future Group, giving him a ringside view of how brands are built, grown and sustained in competitive markets.

As CEO, Vivek will have end to end responsibility for business growth, operations and strategic direction across Alcatel smartphones, its connected ecosystem and other brands within the Nxtcell India portfolio. He will also lead expansion across both Indian and international markets, as the company prepares to launch a new smartphone, an AIoT connected ecosystem and a consumer durables brand.

Nxtcell India managing director Sanjeev Rathi, said the appointment reflects confidence earned over time. “Atul has consistently shown clarity of thought, execution strength and an ability to scale businesses. His elevation reinforces our belief in his leadership as we strengthen our multi brand portfolio and expand globally.”

Vivek called the role a natural next chapter. “It has been a privilege to build Alcatel with the Nxtcell team. Leading the organisation at this moment of growth, while launching new brands and entering new markets, is both exciting and humbling. I look forward to accelerating brand led growth and creating future ready solutions with lasting impact.”

With fresh launches on the horizon and a seasoned hand at the helm, Nxtcell India appears set to keep its foot firmly on the accelerator.