Expanding ‘Make in India’ from phones to wearables
Mathur noted that Xiaomi’s localization strategy has significantly progressed, extending beyond just smartphones and televisions. “In the past year, we’ve broadened our local manufacturing initiatives to cover tablets and wearables. The debut of the Redmi Watch Move marked a significant achievement as it was our first smartwatch manufactured locally in India,” he stated.
He mentioned that the company has also enhanced component localization. “Key components like camera modules, battery packs, chargers, back panels, USB cables, and packaging materials are increasingly sourced or assembled through an expanding network of Indian suppliers. This has improved domestic value addition, fortified supply chain resilience, and ensured better pricing stability.”
Xiaomi’s research and development teams in India are becoming increasingly integral to software localization, AIoT integration, and the optimization of Xiaomi HyperOS. “Our teams in India are deeply woven into Xiaomi’s global innovation framework,” he explained.
Defining premium through user experience, not just pricing
As Xiaomi unveils high-end offerings like the Xiaomi 15 Series — which features the impressive 15 Ultra — and the Xiaomi Pad 7, Mathur stressed that its interpretation of ‘premium’ transcends price alone. “At Xiaomi India, we define premiumization not just by price tags but by delivering meaningful innovation, elegant design, and lasting value throughout our product lifecycle,” he remarked.
The Xiaomi 15 Series, developed in collaboration with Leica, boasts the Snapdragon 8 Gen 3 chipset and a sleek design. On the other hand, the Xiaomi Pad 7 targets users seeking a productivity-driven tablet capable of substituting for a laptop in various scenarios.
“Our smart TVs and AIoT products, such as the robot vacuum cleaner (RVC) and smart air purifiers, are optimized for Indian households. These devices are seamlessly integrated via HyperOS, providing users with a cohesive experience,” Mathur added.
Customer support as a key differentiator
Service and after-sales support are fundamental aspects of Xiaomi’s brand strategy, Mathur noted. “We are the sole brand in the country with ISO certifications for both after-sales support and warehouse operations. Our service network encompasses all pin codes in India.”
He highlighted Xiaomi’s Mi Service+ app and multilingual chat support as elements of the company’s digital-first customer service approach. “We also facilitate doorstep pickup and delivery, and Xiaomi Care provides additional personalized assistance. For instance, owners of the robot vacuum cleaner X10 benefit from a 1+1 year extended warranty covering all parts and accessories.”
“Our customer satisfaction rate is at 94%. We have established a dedicated service team specifically trained for the RVC product line,” he added.
HyperOS as the core of device integration
Mathur explained that Xiaomi HyperOS represents a significant shift in the company’s vision for connected experiences. “It’s lighter, faster, and designed to enhance everyday usability, especially when transitioning between smartphones, tablets, TVs, and wearables,” he remarked.
He elaborated that this platform lays the groundwork for Xiaomi’s broader vision of “human × car × home.” “For example, users can command smart appliances through their TV, reflect smartphone interfaces on tablets, or receive real-time alerts from home devices on wearables. It’s about evolving from standalone gadgets to a fully integrated ecosystem.”
AIoT vision anchored in everyday practicality
Mathur stated that Xiaomi operates one of the world’s largest consumer IoT platforms with over 944 million connected devices as of March 2025 (excluding smartphones, tablets, and laptops). “Our AIoT strategy is centered around creating a more intuitive and intelligent technology experience that surpasses individual devices,” he explained.
“In India, our smart products, such as the Xiaomi robot vacuum cleaner and smart air purifiers, are integrated with smartphones, tablets, and TVs through HyperOS. This means that the devices don’t just coexist — they work together to provide a seamless and efficient user experience,” he added.
Enhancing offline presence and omnichannel access
Mathur acknowledged that Xiaomi has grown beyond its origins as an online-first brand. “We currently have more than 20,000 retail locations across the country,” he said.
“Our focus is on expanding into tier-2 and tier-3 cities while also upgrading urban formats to premium, experience-driven stores. These aren’t merely shops — they serve as interactive environments where consumers can engage with the ecosystem firsthand.”
Xiaomi’s recent alliances with Zepto and Blinkit contribute to the company’s objective of making real-time shopping more accessible. “The goal is to offer a seamless shopping experience, whether online or offline,” Mathur remarked.
Aligning price with purpose
On the pricing front, Mathur articulated Xiaomi’s philosophy as “meaningful innovation at honest pricing.” He affirmed, “Affordability must not compromise quality.”
Xiaomi’s smartphone range is now categorized by tiers: The Redmi A Series for entry-level users, the Redmi 14C 5G priced under ₹10,000 for those seeking balanced features, and the Redmi Note 14 5G Series for performance enthusiasts. “At the premium tier, the Xiaomi 15 Series caters to users desiring exceptional photography and processing capabilities,” he noted.
In tablets, Xiaomi is providing both performance-oriented (Xiaomi Pad 7) and versatile (Redmi Pad 2) options aimed at different user demographics.
Localization extends beyond language
Xiaomi’s localization approach also encompasses product design and messaging. “We optimize for Indian conditions — from surge protection to enhanced battery life, and camera calibration catering to regional preferences,” Mathur explained.
The company is investing in regional language interfaces through HyperOS and conducting hyperlocal influencer campaigns. “From major urban centers to smaller cities, we tailor our messaging and content to stay relevant.”
India as a pivotal hub
In summary, Mathur stated that India is a vital component of Xiaomi’s global objectives. “India is not merely a market — it’s a collaborator in our innovation journey,” he emphasized.
From local manufacturing to AIoT integration and an expanding retail presence, Xiaomi is positioning itself not only as a mobile brand but as a connected technology ecosystem designed around the needs of Indian consumers.
