Xiaomi expands its Mijia sub-brand into India's connected home and appliance market

Xiaomi has launched its Mijia sub-brand in India, signalling a strategic shift towards connected home devices and large appliances, with plans to broaden its ecosystem beyond smartphones and smart TVs.

Xiaomi has brought Mijia to India as its latest sub-brand, extending a portfolio that already includes Redmi and POCO. The move signals a deeper push into home and lifestyle products, with the company preparing to sell more connected devices under the Mijia by Xiaomi label rather than the Xiaomi name alone.

The brand is already established in China, where Mijia is shorthand for “Mi Home” and has long been associated with the company’s smart home ambitions. Xiaomi has been in the Indian market since 2014 and has built a strong presence in smartphones, but it also already sells smart TVs, tablets and AIoT devices. The new branding gives that broader hardware strategy a clearer identity as Xiaomi looks to grow beyond handsets.

That expansion comes as the company sharpens its home ecosystem pitch. Xiaomi introduced its Human x Car x Home strategy globally in 2023, linking products across categories through HyperOS so they can work together more seamlessly. According to Gadgets 360, Xiaomi India has now confirmed plans to enter the large appliances market, a significant step that suggests refrigerators, washing machines and similar products could follow existing connected home gear.

The branding shift also fits a pattern Xiaomi has followed in other markets. Gizmochina reported that the Mijia name was previously folded into Xiaomi Smart Life, while Xiaomi India has already moved away from the older Mi branding on premium products, using the Xiaomi name more prominently instead. The company’s wider sub-brand strategy, which has also separated Redmi and POCO into distinct consumer propositions, appears designed to keep different product lines focused while still tying them to the same ecosystem.