Marking 12 years of operations in India, Xiaomi India has formally introduced its home and lifestyle sub-brand, Mijia by Xiaomi, into the domestic market. The rollout signifies a strategic shift aimed at broadening the company’s smart home ecosystem and deepening its consumer electronics footprint across the country.
Since entering the Indian market in 2014, Xiaomi has transitioned from a mobile-first brand to a broad consumer technology provider, building out a portfolio that includes smartphones, Smart TVs, tablets, and AIoT devices. The addition of the Mijia sub-brand—which translates to “Mi Home”—positions it alongside existing brand pillars under the Xiaomi group umbrella, including flagship Xiaomi, REDMI, and POCO.
Strategic Alignment with Global Vision
The expansion aligns with Xiaomi’s broader “Human × Car × Home” strategy, which was unveiled globally in 2023. Powered by Xiaomi HyperOS, the overarching framework seeks to integrate personal electronics, smart vehicles, and home appliances into a unified user environment.
While Xiaomi India has historically focused heavily on personal technology (“Human”), the launch of Mijia by Xiaomi signals a direct effort to scale the smart home segment (“Home”) within the market.
Portfolio Expansion and Category Focus
Under the new sub-brand structure, Xiaomi India plans to transition and consolidate its existing line of home lifestyle products—such as smart air purifiers—under the Mijia naming convention. Additionally, the company intends to enter the large appliances category in India under the new identity.
The move comes as consumer demand for interconnected home electronics and integrated device ecosystems continues to mature in India. Xiaomi India indicated that all products released under the Mijia by Xiaomi brand will maintain alignment with the parent group’s existing software, connectivity, and hardware specifications.
Regarding this, 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.