After twelve years in the Indian market, Xiaomi is transforming its local strategy with the launch of Mijia. This new sub-brand represents a significant expansion for the company and is one of its most notable strategies since commencing operations in India in July 2014.
Sudhin Mathur, COO of Xiaomi India, shared with Gadgets 360, “Mijia essentially means Xiaomi home.”
Mijia now becomes the fourth brand in Xiaomi Group’s India lineup, joining Xiaomi, Redmi, and Poco. While Xiaomi targets the premium smartphone market, Redmi appeals to more general consumers, and Poco aims at digitally-savvy users. Each brand addresses distinct consumer needs, with Mijia adopting a similar strategy by concentrating on connected and intelligent living solutions.
Mijia already enjoys a significant global presence as Xiaomi Group’s dedicated home ecosystem brand, encompassing over 200 product categories. Its debut in India will first feature a new range of smart air purifiers, expected to launch within the current quarter. Xiaomi intends to gradually expand the product range, with large appliances and other home categories anticipated to be included.
The introduction of Mijia’s new air purifiers comes as India transitions into the post-monsoon season, when pollution typically starts to escalate, particularly in major cities. Mathur noted that the demand for air purifiers tends to increase during this time, making it a logical entry period for the brand.
The company’s earlier efforts to establish a smart-living portfolio in India were followed by a focus on consolidating its smartphone business. Xiaomi had previously offered products like air purifiers in the country but scaled back its ecosystem strategy due to challenging market conditions. Mathur emphasized that Mijia’s latest expansion will be supported by reliable after-sales infrastructure, including consistent access to consumables and replacement filters. The Mijia launch coincides with Xiaomi experiencing strong growth across multiple established businesses in India. In the first half of 2026, the company’s shift toward higher-value products gained momentum, with premium QLED and MiniLED televisions making up over half of TV revenue, reflecting fourfold year-on-year growth. Tablet sales saw an increase of approximately 20%, alongside significant gains in the mid-premium and premium smartphone categories.
