Xiaomi is bringing its global smart home sub-brand Mijia to India as the Chinese electronics maker doubles down on its home appliances business, aiming to challenge market leaders such as Samsung, LG and Haier with a wider portfolio of connected devices.
The move aligns India's portfolio with Xiaomi's global strategy, where Mijia houses more than 200 smart home and lifestyle product categories in China. The company's sub-brand will begin the India journey with a new range of air purifiers later this quarter, followed by large home appliances.
Sudhin Mathur, Chief Operating Officer, Xiaomi India, said, "Over the past 12 years, Xiaomi has continuously evolved alongside Indian consumers, expanding from smartphones into a broader consumer technology portfolio. The introduction of Mijia by Xiaomi marks an important milestone in strengthening the Home dimension of our global Human × Car × Home strategy in India and reflects our long-term commitment to the market. As we deepen our presence in the category, our focus is on making connected ecosystem more intelligent, intuitive and seamless, bringing Xiaomi's global smart living experience to more homes across India."
As a way forward, Xiaomi India will deepen its presence in existing home categories, including air purifiers, while strategically expanding into the Large Appliances Category under the Mijia by Xiaomi sub-brand. The expanded portfolio will deliver a more connected experience, enabling seamless integration across devices while bringing better experiences to Indian consumers.
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