MAM
Fiat India appoints Aicar its marketing consultant
MUMBAI: Fiat India today announced the appointment of the Asian Institute of Communication and Research (Aicar) as its marketing advisor in India. Aicar, as part of the agreement, will be responsible to evolve marketing strategies with the company, design and execute market research, shape the brand genetics to enhance overall brand positioning to motivate existing sales force to push up sales.
With this appointment, Fiat India hopes to adopt a more holistic approach to the Indian car market by integrating its product strategies with market realities so as to meet diverse consumer needs effectively and become a strong player in the Indian passenger car market.
Commenting on the association, Fiat India managing director Paolo Castagna states, “Fiat in India has recognized that it is imperative to understand the complexity of the Indian car market and streamline our marketing processes accordingly in order to make Fiat the most preferred choice. Aicar is one of the best marketing institutes in the country producing some of the best marketing talent that the industry has today.
“With renewed commitment towards the Indian market, appointing Aicar as our marketing advisors is an important step towards comprehending the intricacies of the fast changing lifestyles of Indian consumers and adapting the insights to become a strong player in this market.”
Commenting on the association, Aicar business school chairman and managing trustee Walter Saldanha says,”We strongly believe that the integration of corporates with the educational world is a unique combination through which we will offer senior strategic planning minds and our students’ strength to help the company understand the market better and thereby plan more effectively.”
The agreement between Fiat and Aicar is for three years.
Brands
OnePlus exit rumours return as India head Robin Liu steps down
Leadership shift sparks fresh questions, but brand insists India plans stay on track
MUMBAI: Talk of OnePlus pulling the plug has resurfaced after the company confirmed that its India head, Robin Liu, has stepped down. The timing has raised eyebrows, especially as India remains one of the brand’s most crucial markets.
In a brief statement, the company acknowledged the exit, saying, “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.” It added that operations in India would continue with business continuity intact.
However, a report by The Economic Times suggests the move may be part of a deeper organisational reset. According to the report, Liu was recently asked to report to Sky Li, who has taken on a broader role within the OPPO group, overseeing sub-brands including OnePlus.
The shift marks a notable change in hierarchy. Liu and Li previously operated as peers, each independently running their respective brands. That structure now appears to have been streamlined under a more centralised leadership model.
The development also contrasts with Liu’s earlier stance. In January, OnePlus India CEO Robin Liu publicly dismissed shutdown rumours, stating the company was “operating as usual” and would continue to do so. The brand had also issued a clarification at the time, calling such reports false and urging stakeholders to rely on verified information.
Market data, however, paints a more challenging picture. Shipments in India have declined sharply, with Cybermedia Research reporting a 32 per cent drop in 2025, while International Data Corporation pegged the year-on-year fall at 38.8 per cent. The slowdown highlights increasing pressure in an intensely competitive smartphone market.
Despite the noise, there is little to suggest an immediate exit. The company is gearing up to launch the OnePlus Nord 6 in April, signalling continued activity in the near term. At the same time, OPPO Chief Product Officer Pete Lau confirmed plans for a global launch of the Find X9 Ultra, hinting at a broader realignment of brand roles within the group.
For consumers in India, the message remains steady for now. Devices are coming, operations continue, and support is unlikely to disappear overnight. Still, the leadership reshuffle and shifting hierarchy suggest something more nuanced than business as usual.
The takeaway is clear. OnePlus is not shutting down, but it is clearly reshaping its playbook. Whether this recalibration sharpens its edge or further blurs its identity in a crowded market is the question that now lingers.
