In a strategic move aimed at strengthening its presence in India’s premium smartphone market, Google has appointed former Apple India executive Mitul Shah as managing director for its devices and services business in the country. Shah, who previously led consumer sales at Apple India, has over nine years of experience in the tech industry and has now been appointed to lead the expansion of Google’s Pixel smartphones in India.

Shah expressed his excitement about the new role on LinkedIn, saying, “Pixel isn’t just another device. It’s a platform built to put the immense power and possibilities of AI in everyone’s pocket.” He said he is looking forward to working on a product that has the potential to bring AI-powered experiences to millions of people in India.

Google’s decision to bring Shah on board highlights its growing ambitions in India, the world’s second-largest smartphone market. Despite its huge population, Google’s Pixel devices currently hold only 0.04 percent market share in India, according to Counterpoint Research data. With the increasing demand for premium smartphones in the country, the tech giant is keen to establish Pixel as a strong contender in the segment.

The appointment follows Google’s recent initiatives to boost its local presence, including the assembly of the Pixel 8 in India through Wowtek Technology India, aligning with the government’s “Make in India” program . However, this move does not extend to other models like the Pixel 8a. Additionally, the launch of the Pixel 9 series in India saw the introduction of new features like international warranty support, allowing users to access services regardless of where they purchased their device from. The new Pixel 9 series made its debut with several notable upgrades in areas like camera, chipset, and design, giving people a capable option in an already crowded smartphone market.

Google’s decision to tap Shah’s experience suggests a renewed focus on the Indian market, where demand for premium devices is growing rapidly. Using their expertise, the company aims to increase the availability of Pixel smartphones and provide AI-powered experiences to a larger audience across the country.