Xiaomi has officially introduced its Mijia smart home brand in India to celebrate 12 years in the market. This brand will house all the company's home and lifestyle products. Mijia is the fourth sub-brand that the company launched under the Xiaomi Group umbrella.
Xiaomi caters to all the premium products, while Redmi brings to market mid-range smartphones. Similarly, Poco targets digital-native products, and Mijia will cater to consumers looking for smarter, more connected living.
Mijia is one of the Xiaomi Group's established home ecosystem brands with more than 200 products. About the brand, Sudhin Mathur, COO, Xiaomi India, mentioned, “Mijia essentially means Xiaomi home.” This sub-brand will cover a range of products including a new range of smart air purifiers and other appliances to make living smoother.
Over the years, Xiaomi has sold products like smart TVs, security cameras, air purifiers and robot vacuum cleaners in India. Bringing them under the Mijia name gives the company a stronger identity in the smart home space. It also makes it easier for customers to recognize products that work together.
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India's smart home market is becoming more competitive every year. Brands like Samsung, LG, Amazon, and Google already offer connected home devices. Xiaomi now wants a bigger share of that market by offering products at competitive prices and building a complete ecosystem.
For buyers, this means more choices and better value. As more companies focus on smart homes, connected devices are likely to become a common part of everyday life instead of premium gadgets.