POCO will make a comeback as independent brand in India


POCO is the brand that remained in news for the entire 2019 without launching any smartphones, POCO fans kept asking company and company officials about POCO F1 successor. Built on ‘Everything you need. Nothing you don’t.’ mantra, POCO F1 was a hit amongst gamers and power users. Last month, POCOPHONE Global head Alvin tweeted that the users will hear more from POCO in 2020, but later removed the tweet. There have been a lot of speculations going around POCO as a sub-brand for the last few months.

The company last night took down the profile and cover pictures on all the social media platforms to give users a hint that some big announcement can be expected soon. Xiaomi has finally broken the silence as Xiaomi India head, Manu Kumar Jain has confirmed that POCO is making a come back and users will see new POCO products in India in 2020.

In a video, Manu spoke about POCO and explained why the company didn’t launch a new product under the POCO lineup. Manu said, in 2019 the company tried to figure out how to improve and bring more such products under the POCO brand as the expectations from POCO as a sub-brand were very high. Manu also mentioned that the products will be in a different avatar as POCO is making a comeback as a separate brand, a separate legal entity and with a separate team, and this new team will independently run the brand.

Though, Manu didn’t reveal any timelines on being asked but said hopefully it is coming soon. Manu says, the company took time to figure out and realize in what way upcoming products can be improved, and now a new independent team will lead POCO and share information and plans on upcoming products. Manu says, the company will focus on speed, gaming and performance along with good camera setup for upcoming products, but the POCO team will share more specifics on it.

Regarding the same, Manu Jain, Xiaomi Vice President and Xiaomi India Managing Director, said:

What started as a sub-brand in POCO has grown into its own identity in a short span of time. POCO F1 is an extremely popular phone across user groups, and remains a top contender in its category even in 2020. We feel the time is right to let POCO operate on its own now, which is why we’re excited to announce that POCO will spin off as an independent brand.

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Author: Arpit Porwal

Coming from the Mathematics research background, Arpit keeps an eye on MIUI and Xiaomi products and uses Redmi K20 Pro as his daily driver. You can follow him on Twitter and Instagram.