Xiaomi India launches Mijia sub-brand, plans big push into home appliances

Xiaomi India on Friday announced that it is launching Mijia by Xiaomi, its dedicated home and lifestyle sub-brand in the country, as the Chinese consumer electronics maker looks to make large appliances a key part of its next phase of growth in India.

The move comes as Xiaomi looks to diversify beyond smartphones, where its shipments in India have been declining, and build out its presence in the broader consumer technology market, according to an earlier report by ET.

The company is planning to enter the large home appliances segment in India as a long-term bet on the market and is identifying local manufacturing partners to produce the products domestically, senior executives had told ET Bureau in June.


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Xiaomi India said on Friday that it will expand its existing home portfolio, including air purifiers, while strategically entering the large appliances category under the Mijia by Xiaomi brand.

Mijia, meaning “Mi Home”, is Xiaomi Group's global home and lifestyle sub-brand. In India, it will join Xiaomi, Redmi and Poco in the company's brand portfolio, with home and lifestyle products carrying the Mijia by Xiaomi branding.

The company said the move is part of its broader Human × Car × Home smart ecosystem strategy, introduced globally in 2023, which connects personal devices, electric vehicles and smart home products through Xiaomi's HyperOS platform.

The expansion comes as smartphone penetration in India approaches saturation levels. Xiaomi chief operating officer Sudhin Mathur had earlier told ET that the company's move into large appliances was part of its next phase of growth in the country.

The company has also appointed Alex Tang as regional head of South Asia, which includes India, to spearhead the expansion, ET Bureau had reported in June. Tang previously headed Xiaomi's Southeast Asia operations, a region where the company had earlier localised and launched large appliances such as air-conditioners, refrigerators and washing machines.

Xiaomi is also looking to build the appliances business locally. Chief business officer Sandeep Arora had told ET that the company's product teams were evaluating local electronics manufacturing services partners to assess their capabilities and ability to undertake the required technology transfers.

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India is also being elevated as the headquarters for Xiaomi's South Asia region, which includes Nepal, Bangladesh and Sri Lanka. These markets were earlier managed from Beijing, according to ET Bureau's report.

Xiaomi's latest move also marks another attempt to build out its ecosystem of products in India. Earlier efforts to bring products such as water purifiers and vacuum cleaners to the country faced supply-chain gaps and certification delays because the products were imported, company executives had told ET.

“Over the past 12 years, Xiaomi has continuously evolved alongside Indian consumers, expanding from smartphones into a broader consumer technology portfolio,” Mathur said in a statement on Friday.

Xiaomi said the expanded Mijia portfolio will focus on creating a more connected experience across devices, with products designed to work together as part of its smart-home ecosystem.