Xiaomi has launched Mijia by Xiaomi in India as its dedicated home and lifestyle sub-brand, with plans to expand into connected home products and large appliances.
Xiaomi India has announced the launch of Mijia by Xiaomi, a dedicated home and lifestyle sub-brand in the country, as the company marks 12 years of operations in India. The new sub-brand will serve as the home-focused arm of Xiaomi’s portfolio and is expected to play a key role in the company’s expansion into connected home products.
The announcement marks a new phase in Xiaomi’s strategy for India, with the company looking to strengthen the “Home” component of its global Human × Car × Home ecosystem. Introduced globally in 2023, the ecosystem brings personal devices, smart home products and electric vehicles together through Xiaomi HyperOS.
Mijia to Become Xiaomi’s Home and Lifestyle Brand
The name Mijia, which translates to “Mi Home,” represents Xiaomi Group’s established home and lifestyle business. In India, Mijia will join Xiaomi’s existing brand portfolio alongside Xiaomi, REDMI and POCO. Going forward, Xiaomi says its home and lifestyle products in India will carry the Mijia by Xiaomi branding while continuing to follow the company’s innovation and quality standards. The move comes as Xiaomi looks to build on its presence across categories such as Smart TVs, tablets, AIoT devices and other connected products. The company’s focus will increasingly shift towards expanding its home ecosystem in India and connecting more products through a unified smart-home experience.
Large Appliances Could Be the Next Major Focus
As part of the expansion, Xiaomi India plans to deepen its presence in existing home categories, including air purifiers, while also entering the large appliances segment under the Mijia by Xiaomi brand. The company says its expanded portfolio will focus on creating a more connected experience, with different devices designed to integrate seamlessly with one another. The move could make Mijia an important part of Xiaomi’s strategy as the company moves beyond smaller smart-home products and expands further into larger household appliances in the Indian market.
Xiaomi Marks 12 Years in India
Xiaomi entered India in 2014 as a smartphone brand and has since expanded into a broader consumer technology portfolio, including Smart TVs, tablets and AIoT products. The company says its products are now part of connected experiences in millions of Indian homes.
Commenting on the launch, Sudhin Mathur, Chief Operating Officer, Xiaomi India, said the introduction of Mijia represents an important milestone in strengthening the Home component of Xiaomi’s Human × Car × Home strategy in India.
He added that the company aims to make its connected ecosystem more intelligent, intuitive and seamless while bringing its global smart-living experience to more Indian homes.
With Mijia by Xiaomi now formally introduced in India, Xiaomi is positioning the sub-brand as the foundation for its next phase of growth in the home and lifestyle segment. Large appliances and deeper smart-home integration are expected to be key areas of expansion as the company broadens its connected-home portfolio in the country.
