Ahead of the REDMI 15 launch later this month, Xiaomi’s sub-brand, REDMI, has announced a significant brand repositioning in India, signaling a new strategic direction. The company revealed the change through a letter titled, “For the Dreamers Who Made Us Dream Bigger,” which outlines the brand’s evolution alongside its user base.
The central message of the announcement is captured in the new tagline, “Redmi is NOW THE NEW REDMI.” This is accompanied by a redesigned wordmark for “REDMI,” which now appears in a bolder, capitalized, sans-serif font.
This refresh is a response to the changing aspirations of its customers over the brand’s 11-year history. The company states its users have “matured” and evolved, describing them as “optimists who see the world as it is, yet still believe in what could be.” Redmi notes that its audience now craves “both meaning and achievement,” a shift from a decade ago.
To align with this evolution, REDMI is adopting a new persona, describing itself as “now bolder, more confident, and more uncompromising in fuelling your limitless aspirations.”
While embracing a new identity, the brand reassures its community of its continued commitment. “We’re not abandoning who we were. We’re becoming who you need us to be,” said the company. It emphasizes a philosophy of mutual growth and innovation tied to its users’ journey.
The company indicates that the visual rebranding is the initial step in this new phase, concluding with the statement, “Our new look is just the beginning.”
Regarding this, Sudhin Mathur, Chief Operating Officer at Xiaomi India, said:
Redmi has always stood for making the impossible possible. Over the past decade, we were often the first smartphone for millions of Indians. Their trust and feedback shaped our path. Today, those users have grown, and so have we. The new Redmi identity reflects this shared evolution. Young India is bold yet grounded, ambitious yet self-aware. We are not leaving behind who we were, but becoming who our users need us to be. This rebranding is a tribute to the resilience, clarity, and progress we see in our community every day. As our users grow, we grow. As they dream bigger, we continue to build for them.