Xiaomi parachutes South Asia chief Alexander Tang into India to halt market share slide
Xiaomi has named Alexander Tang as India head, replacing Alvin Tse, as the smartphone brand fights to recover from a collapse in market share from 31% in 2018 to 12% in Q1 2026. A return to aggressive pricing, leadership reshuffle and headcount rationalisation are on the cards as Vivo, Samsung and Motorola gain ground.
Xiaomi appoints Alexander Tang as India head, replacing Alvin Tse, to revive falling market share (31% in 2018 to 12% in Q1 2026). Strategy expected to return to aggressive pricing; Indian leadership reshuffle and headcount rationalisation underway.
Why this matters
Leadership change comes as Xiaomi pushes premium launches like the 17T on Amazon and the 17 Max in India, attempting to rebuild relevance even as budget rivals erode its core volume base.
Leadership signals steady at 120 in the last 90 days, reflecting ongoing executive churn across the sector.