Image Source: The Economic Times
Xiaomi, once synonymous with budget smartphones in India, is now scripting a broader, more ambitious narrative. In a recent interview, Sudhin Mathur, Chief Operating Officer of Xiaomi India, laid out the company’s evolving strategy—one that transcends mobile devices and positions Xiaomi as a full-fledged ecosystem brand. With a sharp pivot toward premiumisation, AI integration, and localised innovation, Xiaomi is recalibrating its India presence to meet changing consumer expectations and market dynamics.
Key highlights
- Xiaomi’s India revenue grew 30 percent, with profits rising over 35 percent last quarter
- The brand is expanding into tablets, wearables, smart TVs, and potentially large appliances
- AI and HyperOS are central to Xiaomi’s product evolution
- Local manufacturing and software localisation are driving long-term growth
- Xiaomi is prioritising value and premium experience over volume
From smartphones to smart ecosystems
Xiaomi’s transformation is rooted in its belief that Indian consumers are no longer just price-sensitive—they’re experience-driven. Mathur emphasised that the brand’s future lies in building a connected lifestyle, not just selling devices. This includes:
1. Tablets
- Xiaomi Pad 7 is designed for productivity and entertainment
- Stylus support and portability cater to professionals on the move
- Tablets are positioned as secondary devices, not laptop replacements
2. Wearables
- Locally manufactured Redmi Watch Move marks a milestone
- Focus on fitness, design, and affordability for urban youth
3. Smart TVs
- Xiaomi ranks among the top three smart TV brands in India
- Competes directly with LG and Samsung in the QLED segment
- AI-powered features and HyperOS integration enhance user experience
4. AIoT and appliances
- Robot vacuum cleaners and smart air purifiers tailored for Indian homes
- Future plans may include refrigerators, washing machines, and other large appliances
- AI is being embedded across devices, from camera filters to document summaries
Premiumisation with purpose
Xiaomi’s premium push isn’t just about higher price tags. Mathur clarified that the brand defines premium through innovation, aesthetics, and long-term value. The Xiaomi 15 Ultra, co-engineered with Leica, exemplifies this approach—offering top-tier specs like the Snapdragon 8 Gen 3 chipset and minimalist design.
This shift comes at a time when Xiaomi’s smartphone market share has dipped, prompting a strategic pivot. Rather than chasing volume, the company is now focused on building sustainable, profitable growth through differentiated products and deeper engagement.
Localisation as a growth engine
Xiaomi’s India strategy is also deeply rooted in localisation. The company has expanded its manufacturing footprint to include tablets and wearables, with critical components like camera modules, chargers, and packaging now sourced from Indian suppliers. This not only boosts domestic value addition but also stabilises pricing and strengthens supply chains.
Software localisation is another pillar. Indian R&D teams are actively involved in optimising Xiaomi’s HyperOS and integrating AI features tailored for local users. This includes language support, regional content curation, and intuitive UI design.
Electric vehicles and global momentum
While Xiaomi’s EV ambitions are currently focused on China, the brand’s success there signals its broader ecosystem vision. With over 200,000 bookings for its latest EV model within seconds of launch, Xiaomi is proving its mettle beyond consumer electronics. Globally, the company has climbed nearly 100 places in the Fortune 500, now ranked at 297.
Conclusion
Xiaomi’s India strategy is no longer confined to smartphones. It’s a multi-pronged approach that blends premiumisation, AI innovation, and localisation to build a lifestyle brand for the future. As Indian consumers evolve, Xiaomi is positioning itself not just as a tech provider, but as a partner in everyday living.
Sources: Indian Express, CNBC-TV18, Moneycontrol
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