Samsung revamps India smartphone leadership amid market competition

The company has introduced a unified sales leadership structure in India as smartphone brands face slowing consumer demand, pricing pressure, and rising operational costs in the country’s highly competitive handset market.

Samsung Electronics has reorganised the leadership structure of its India smartphone business as the company looks to improve operational efficiency and strengthen coordination across sales channels, according to reports.

The restructuring follows the departure of senior executive Raju Pullan and comes at a time when smartphone makers are facing softer consumer demand and increasing competition in the Indian market.

As part of the overhaul, Samsung has brought its online, offline, and general trade sales divisions under a more centralised management framework. The company has elevated Hiren Rathod to a newly created national sales leadership role responsible for overseeing key sales channels across the country.

Rathod will report to Aditya Babbar, who recently assumed charge of Samsung’s smartphone business in India. Babbar, in turn, reports to Soon Choi, the company’s senior mobile business executive overseeing India operations.

Industry executives familiar with the development said the revised structure is intended to improve coordination between different sales channels, reduce pricing inconsistencies, and strengthen inventory planning across the business.

Focus on sales integration and inventory management

Before his new appointment, Rathod headed Samsung’s Systems Operations and Planning division, where he managed stock planning and operational coordination. Sources tracking the sector said his experience in inventory management played a key role in the leadership transition.

Under the new structure, Mayank Gagneja has taken over responsibility for systems operations and planning. His role includes managing stock allocation, operational systems, and settlement processes.

Samsung has also reassigned several executives to strengthen national and regional sales operations. Vishal Singhal and Rishi Kulshrestha have been given broader sales responsibilities, while R Balaji and Paritosh Malik will oversee modern trade operations in different regions of the country.

Meanwhile, Madhur Chaturvedi, who handles Samsung Care Plus and retail operations, will continue reporting directly to Babbar. Reports suggest the restructuring reduces the number of direct reporting divisions under Babbar, allowing for a more streamlined management approach.

Samsung seeks growth in mass-market segment

The leadership changes come as smartphone companies navigate higher component costs and cautious consumer spending.

Industry analysts said Samsung has managed to maintain stable momentum in India due to consistent product availability and relatively controlled pricing in the affordable and mid-range smartphone segments.

Market observers noted that Samsung has recently seen stronger demand in the sub-Rs 20,000 category, particularly as some competing brands adjusted inventory levels and increased device prices.

The company is also believed to have strengthened its retail presence through steady supplies of entry-level and mid-range Galaxy smartphones, helping it improve market share in recent quarters.