Xiaomi is strengthening its presence in India’s home and lifestyle segment with the launch of Mijia by Xiaomi, a dedicated sub-brand focused on connected living. The company said the move marks the next phase of its journey in India and expands its home ecosystem in one of its key markets.
Mijia, which means “Mi Home”, is Xiaomi Group’s global home and lifestyle sub-brand. In India, it will sit alongside Xiaomi, REDMI and POCO within the company’s brand portfolio. Going forward, Xiaomi’s home and lifestyle products will carry the Mijia by it’s branding while continuing to follow the group’s innovation and quality standards.
Existing home categories, including air purifiers and large appliances, will move under the Mijia by Xiaomi sub-brand. Xiaomi said the expanded portfolio will create a more connected experience by enabling smoother integration between devices and improving smart living experiences for Indian consumers.
Sudhin Mathur, Chief Operating Officer, Xiaomi India, said, “Over the past 12 years, It has continuously evolved alongside Indian consumers, expanding from smartphones into a broader consumer technology portfolio. The introduction of Mijia by it’s 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.”
They entered India in 2014. The company said, “The milestone reflects more than business growth; it represents Xiaomi’s continued evolution alongside Indian consumers,” adding, “Building on the trust of millions of consumers, the company has steadily expanded its portfolio across Smart TVs, tablets, and AIoT products, building connected experiences that reach millions of homes across the country”.
They introduced its Human × Car × Home smart ecosystem globally in 2023. The strategy connects personal devices, electric vehicles and smart home products through Xiaomi HyperOS.
In India, It has developed its ‘Human’ portfolio through smartphones, tablets, Smart TVs and other products. The company now plans to strengthen the ‘Home’ segment within its Human × Car × Home ecosystem.
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