As competition intensifies in India’s consumer electronics market, Xiaomi is shifting its focus toward higher-margin premium products across multiple device categories.
The Chinese smartphone maker is strengthening its presence beyond smartphones, targeting televisions, tablets and other connected devices as part of a broader premium push in the world’s 2nd-largest smartphone market.
In an interview with a publication, Xiaomi India Chief Operating Officer Sudhin Mathur said the company will follow a “3-screen premiumisation journey” across televisions, tablets and smartphones in 2026.
“We are going to bring to our consumers great immersive and innovative display technologies on televisions, on tablets and on phones as well,” Mathur said.
The move signals a strategic shift for Xiaomi, which has long been known for value-for-money smartphones. The company now aims to capture consumers upgrading to larger screens and premium devices.
“Our strategy is also to double down on the non-phone business. So, TV is going to be another important category and segment for us,” Mathur added.
He noted that consumer demand is moving toward bigger and more advanced displays. Around 40% of the smart TV market is expected to be QLED or above this year. Xiaomi plans to tap into this trend with new 75-inch QLED TV launches.
Beyond products, Xiaomi is investing in its after-sales ecosystem to support its premium ambitions. The company has started opening dedicated service centres designed to deliver a more upscale customer experience.
According to Mathur, these centres will offer high-quality repairs and also act as experience zones where customers can explore the company’s product portfolio.
On the smartphone front, Xiaomi is set to expand its premium lineup in 2026. Its flagship portfolio includes the number series, with the Xiaomi 17 series scheduled for launch in March 2026.
“The year started on a great note with the Note 15 series launch. Now we will strengthen our performance in the premium and mid segment, because that’s where the market seems to be,” Mathur said.
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