After 12 years of doing business in India, Xiaomi has introduced Mijia by Xiaomi as a new sub-brand, concentrating on smart home technology and lifestyle products. The brand's launch is in line with Xiaomi's larger effort to expand its AIoT ecosystem and strengthen its foothold in the smart home industry.
Mijia by Xiaomi joins Xiaomi's brand lineup
The Mijia by Xiaomi sub-brand is now added to Xiaomi India's growing family of brands, which includes the popular Xiaomi, REDMI, and POCO. The name 'Mijia,' meaning 'Mi Home,' signifies a broad range of offerings such as smart home appliances, AIoT-compatible devices, and lifestyle-connected products. These are intended to work efficiently within the larger Xiaomi framework.
Integration with Xiaomi's global strategy
The unveiling of Mijia is in sync with Xiaomi's global 'Human x Car x Home' strategic plan, launched in 2023. This initiative aims to unify personal gadgets, intelligent vehicles, and home appliances into a single, smart platform. The products under the Mijia by Xiaomi label will be driven by Xiaomi HyperOS, enabling compatibility with the company's range of smartphones, wearables, Smart TVs, and IoT-based devices.
Xiaomi India has stated that its current line of lifestyle home products, including smart air purification systems, will progressively adopt the Mijia branding. The company has not disclosed specific large home appliance products that may be launched under the new brand. It is evident that entering this market is a target for the future.
Sudhin Mathur, the Chief Operating Officer of Xiaomi India, remarked: 'The introduction of Mijia by Xiaomi marks an important milestone in strengthening the Home dimension of our global Human x Car x Home strategy in India. It reflects our long-term commitment to the market.' His comments emphasize the company’s view that interconnected living experiences are becoming more advanced. They are also becoming easier to use.
Since its entry into the Indian market in 2014, Xiaomi has evolved from a smartphone-centric brand to a comprehensive consumer technology entity. The release of Mijia by Xiaomi signifies a major change in the company’s direction to bring its globally admired smart home ecosystem to India under a specific brand. Xiaomi thinks that the increasing need for linked home devices and cohesive systems makes this a vital step toward reinforcing its enduring position in India’s smart home sector.
Xiaomi has emphasized that all items under the Mijia by Xiaomi brand will remain compatible with Xiaomi HyperOS. This ensures smooth communication and interoperability with the company’s broader product line. The product line includes smartphones, tablets, wearables, Smart TVs, and other AIoT products.
Xiaomi will launch Mijia with air purifiers later this quarter, followed by large appliances and other connected home products. The company plans to leverage its 400-plus exclusive stores and omnichannel network to compete with established players such as Samsung, LG and Haier. Xiaomi sees home appliances as its next major growth pillar, with local manufacturing discussions underway and late 2026-27 expected to be key for the expansion.
'Our next growth story will be the home segment. The first 12 years were about building our presence in personal devices. Home is the next battlefield for us,' Mathur added. Mijia is Xiaomi's global smart home and lifestyle platform and offers more than 200 product categories in China, including air purifiers, robot vacuum cleaners, kitchen appliances, weighing scales, toothbrushes, and other connected devices. The company plans to gradually introduce these categories in India rather than launch its entire global portfolio at once. Mathur said Xiaomi's focus will be on creating an ecosystem in which multiple devices work together rather than competing through standalone products.
Mijia products will be available through Xiaomi's website and more than 400 exclusive stores. The company will also sell through large-format retailers including Croma, Reliance, and Vijay Sales, alongside other offline channels. Xiaomi's existing Mi Home stores are expected to increasingly showcase products across the wider Mijia ecosystem, allowing customers to experience appliances and connected devices alongside smartphones and other products. Mathur did not provide specific launch dates for large appliances but said preparations were progressing rapidly, with late 2026 and 2027 expected to be important years for the company's home appliance business.
The Mijia brand is anticipated to help Xiaomi reach further into the market for large home appliances in India. Specific offerings in this area have not yet been revealed. This development is part of Xiaomi's overarching goal to deliver a unified and interconnected experience to consumers. The experience is intended to reach both home and beyond.