Xiaomi brings Mijia sub-brand to India, plans expansion in smart home and large appliances
Follow UsMijia by Xiaomi will now serve as the company's dedicated home and lifestyle brand in India.
Xiaomi plans to expand beyond air purifiers into the large appliances category under the Mijia branding.
The move is part of Xiaomi's global Human × Car × Home ecosystem strategy aimed at offering a more connected smart home experience.
Xiaomi has announced the arrival of its global smart home brand Mijia in India as the company pushes forward with its connected home ecosystem. With this, the brand will finally offer details beyond smartphones and personal devices into lifestyle and home appliances. Going forward, Xiaomi’s home and lifestyle products in India will be sold under the Mijia by Xiaomi branding, joining Xiaomi, Redmi and Poco within the company’s product portfolio.
SurveyThe company stated that the launch of Mijia aligns with the global Human × Car × Home strategy, which connects smartphones, smart home products and electric vehicles through Xiaomi HyperOS. While Xiaomi has already established its presence in India across smartphones, tablets, wearables and smart TVs, it now aims to expand the home segment with a wider range of connected products.
Smart home ecosystem expansion
Mijia, which translates to “Mi Home,” serves as Xiaomi Group’s dedicated home and lifestyle brand globally. Xiaomi said the branding change will not affect product quality or technology, but will instead unify its smart home portfolio under a globally recognised identity.
According to the company, the objective is to offer a more seamless connected experience, allowing multiple smart devices to work together within the Xiaomi ecosystem.
Focus on large appliances
Alongside the branding announcement, Xiaomi confirmed plans to expand its presence in India’s large appliances market. The company said it will continue to work on existing product categories such as air purifiers while introducing more home appliances under the Mijia brand in the future. The company, however, has not yet revealed a timeline or product lineup for the upcoming Mijia-branded appliances.
