Xiaomi Launches Mijia Home and Lifestyle Brand in India
Xiaomi India has officially launched Mijia, its new home and lifestyle brand aimed at enhancing its smart home ecosystem. The move signifies the next step in Xiaomi’s journey in the country, allowing Indian consumers to enjoy a globally recognized smart living experience.
Mijia, which translates to “Mi Home,” will serve as a separate identity for Xiaomi’s home and lifestyle products. These will now feature the Mijia branding, while still adhering to Xiaomi’s high standards of innovation and quality. The brand will encompass existing home products like air purifiers and other large appliances, streamlining them under the Mijia name.
Sudhin Mathur, Chief Operating Officer of Xiaomi India, emphasized the significance of this development. “Over the past 12 years, we have evolved with Indian consumers, expanding from just smartphones to a wider range of technology products. The introduction of Mijia is a key milestone in our strategy to enhance the home aspect of our global approach,” he stated. The goal is to make smart home living more intelligent and intuitive for families across India.
Since entering the Indian market in 2014, Xiaomi has built strong trust among consumers by expanding its portfolio to include Smart TVs, tablets, and various AIoT products, creating interconnected experiences for millions of homes.
In 2023, Xiaomi introduced its global Human × Car × Home ecosystem, which connects personal devices, electric vehicles, and smart home products via Xiaomi’s HyperOS. With Mijia, the company aims to further strengthen the ‘Home’ sector of this ecosystem, enhancing the overall smart living experience for Indian consumers.
