Samsung India has appointed Aditya Babbar as head of mobile phones, highlighting a major change in leadership in one of India’s most fiercely contested consumer technology segments.

Babbar, who previously held the position of Vice President at Samsung India’s Mobile, has assumed the mantle of Head of Sales & Marketing, MX Business, Samsung India from May 1, 2026. As head of sales & marketing, he will take care of sales and marketing processes in Samsung’s mobile experience business line reporting to Executive Vice President, MX Business, Samsung.

This comes after the recent resignation of Raju Antony Pullan, Senior Vice President who had served the company for 18 long years. In all these years, he served in various capacities; however, some of the prominent positions held by him include sales director of the mobile phone business and also helped in turning around the consumer electronics unit. Pullan was given responsibility of Samsung’s entire mobile unit in 2022.

The transition comes at a crucial moment for Samsung. The company continues to face sharp competition from Chinese smartphone brands in the mass and mid-market segments, while Apple has been strengthening its hold in the premium and super-premium categories. Samsung currently ranks second in India by sales volume but leads the market by overall value.

Babbar’s elevation signals continuity at the top of Samsung India’s mobile business at a time when pricing pressure, premiumisation and brand differentiation are shaping the next phase of the smartphone market.

The broader industry is also expected to face pressure from rising memory chip costs, with Counterpoint Research projecting a 10 percent year-on-year decline in the market in 2026 amid continued price hikes.

Babbar’s mandate is likely to revolve around strengthening retail execution, sustaining the premium push and keeping Samsung relevant across India’s diverse smartphone buyer base.

Also Read: Vaibhav Suryavanshi’s Rise Is Bigger Than a Net-Worth Number