New Delhi: Now, Xiaomi is readying it for its next major salvo in India. The company has developed a great reputation in the smartphone, TV and smart device segment and is now introducing its global smart home brand Mijia to India. By making this move, Xiaomi’s expectations are raised to get more prominent in Indian homes instead of smartphone brand.
Mijia will launch its new range of air purifiers in India, later this quarter. Some big home appliances, as well as other connected products, are to be added in the future by Xiaomi. In total, Mijia has over 200 categories of products to be sold globally, which encompass the robot vacuum cleaner and other smart home devices, as well as kitchen appliances.
The bigger question to be answered is if Mijia can take over the established brand names like Samsung, LG and Haier.
It does have a few qualities about it that Xiaomi is going to have an advantage. The company already has a strong presence in India, and also has over 400 exclusive retail stores. Mijia will also be able to sell its products via the shopping network’s e-commerce and retail stores which include Croma, Reliance and Vijay Sales. This will help Xiaomi to build its home appliance business with a solid head start.
Price may prove to be one of Mijia’s greatest assets, too. Xiaomi has always been known for bringing technology and goods at affordable prices; and similarly, it says, the company will continue in the same vein of action and approach when it comes to home products. If Mijia can provide the same smart functions at a lower price, it can appeal to the less pricey Indian consumers.
But it won’t be an easy process to replace Samsung or LG. Home appliances aren’t smartphones. When customers purchase refrigerators, washing machines or air conditioners for their home, they consider them as long-term purchases with a significant expectation of consistent after-sales support, quick and convenient service to replacement parts, and frequent upgrade of their products.
Xiaomi seems to be aware of this challenge. The company will instead roll out Mijia products in an incremental manner in different categories. It is also in talks with several electronics manufacturing companies in the country for discussing local manufacturing, a move that could help it expand its appliance business here as well.
Xiaomi’s COO for India, Sudhin Mathur, has said that the home segment is the next big push for growth for the company. Its grand strategy is to create a smart home and ecosystem of various products instead of just selling smart home components.
Can Mijia take over the market?
Probably not immediately. If the Xiaomi manages to do three things right—namely pricing, product quality, after-sales service, Mijia can be a big competitor.
It will become clear who will win in the real fight in late 2026 and 2027, when the company will continue to increase its home appliance division. If Mijia manages to stitch up the technology of Xiaomi and its pricing along with strong service support, Samsung and LG could have a competitor to look out.
With these sorts of competitions, it may be beneficial for a consumer manufacturers could be developing Kijitos at lower prices with improved technology and innovative functionality in order to reel in more customers.
