Xiaomi launches Mijia in India, set to bring large home appliances soon

Xiaomi has introduced its global smart home brand, Mijia, in India as it looks to expand beyond smartphones and AIoT devices. The company has also confirmed plans to launch large home appliances under the new Mijia by Xiaomi branding.

In Short

• Mijia will serve as Xiaomi India's dedicated home and lifestyle sub-brand
• It becomes the fourth brand in Xiaomi's India portfolio alongside Redmi
• The company plans to widen existing categories such as air purifiers

Xiaomi is expanding its ambitions in India beyond smartphones. As the company celebrates 12 years in the country, it has announced the launch of Mijia, its global smart home and lifestyle brand, hinting at a bigger push into connected home products and, eventually, large household appliances. The move is part of Xiaomi's strategy to strengthen its smart home ecosystem in India, bringing a wide range of lifestyle and home products under one dedicated brand.

Mijia, which translates to "Mi Home," will now serve as Xiaomi India's official home and lifestyle sub-brand. Soon, home products from the company will carry the Mijia by Xiaomi branding, joining Xiaomi, Redmi and Poco as the fourth brand in the company's India portfolio.

Until now, Xiaomi has built a strong presence in India with smartphones, smart TVs, tablets and AIoT devices. With Mijia, the company wants to make it easier for consumers to identify its growing range of connected home products while expanding into new categories.

The announcement also gives a glimpse of Xiaomi's next phase in India, where smart living products are expected to play a much bigger role in its business.

Xiaomi gears up for large home appliances

One of the biggest takeaways from the announcement is Xiaomi's confirmation that it plans to enter India's large home appliances segment under the Mijia branding. While the company has not disclosed which products will arrive first or when they will launch, it said future home and lifestyle products, including large appliances, will be introduced as Mijia by Xiaomi devices.

Alongside new categories, Xiaomi also plans to expand its existing home product lineup, including air purifiers, while bringing more products from its global smart home portfolio to India.

Globally, Mijia has a presence across more than 200 product categories. The brand is known for devices such as robot vacuum cleaners, smart air purifiers, electric toothbrushes, weighing scales, smart kitchen appliances and several other connected gadgets designed to work together as part of a single ecosystem.

The launch is also closely linked to Xiaomi's global Human x Car x Home strategy, introduced in 2023. The idea is to connect smartphones, smart home devices and electric vehicles through Xiaomi HyperOS, allowing users to control and manage everything from one connected platform.

According to Xiaomi, it has already established the "Human" part of this strategy in India through its smartphones, tablets, smart TVs and AIoT products. The next stage is focused on expanding the "Home" experience by adding more connected appliances and smart living products to its portfolio.

Commenting on the announcement, 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."

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