Xiaomi has introduced Mijia as its third sub-brand in India, marking the company’s expansion into smart home appliances and heavy equipment. The launch positions Mijia alongside existing sub-brands Redmi and Poco, while Xiaomi maintains its flagship status across the portfolio. The announcement coincides with the company’s 12th year of operations in the Indian market.
Mijia, which translates to “Mi Home,” will debut with a range of air purifiers rather than a single device, according to Xiaomi India Chief Operating Officer Sudhin Mathur. The first products are expected to reach the market within the current quarter. Associate Director of Marketing and Public Relations Sandeep Sarma indicated the company has focused on the “human side” of its ecosystem in the first half of the year and is now preparing to deepen its presence in the home segment.
The sub-brand operates as a well-established entity in China, where it retails across more than 200 product categories through Xiaomi’s online store. The Chinese lineup includes air conditioners, refrigerators, smart glasses, laser projectors, smart curtains, and various connected devices ranging from massage chairs to alkaline batteries. This existing portfolio suggests a broad pipeline for future Indian launches.
Xiaomi plans to replicate its omni-channel retail strategy for Mijia in India. Products will be available through the company’s online platforms, Mi Home stores, and large-format retail partners including Vijay Sales, Croma, and Reliance Digital. These partnerships will be crucial for displaying and selling larger home appliances that require physical showroom presence.
The entry places Xiaomi in direct competition with established players across multiple categories. In refrigerators, Mijia will face LG, Samsung, and Haier. The air conditioner segment pits it against Daikin and Blue Star. For air purifiers, the immediate battlefield includes Honeywell, Dyson, and Philips. Success will depend on pricing strategy, after-sales service networks, and the ability to integrate devices within Xiaomi’s existing Internet of Things ecosystem.
The move signals Xiaomi’s intent to evolve from a smartphone-centric brand into a comprehensive lifestyle technology provider in India, leveraging its existing retail infrastructure and brand recognition to challenge incumbents in high-value appliance categories.
