Xiaomi recently announced that the company will focus on premiumisation and embedding its AIoT devices in every household across India, as reported by Business Today on June 20. Xiaomi entered the Indian market in July 2014 during the early days of 4G network rollouts. In late 2023, Xiaomi initiated a premiumisation strategy by conducting extensive consumer surveys, interviews, and research to understand its target audience.

 

Within a few years, Xiaomi expanded its portfolio beyond smartphones, introducing ecosystem products such as fitness bands, headphones, smart TVs, security cameras, and more. As the company approaches a decade in India, its strategy is shifting. After becoming India's largest smartphone brand, with smartphones playing a significant part of its business, Xiaomi launched a range of artificial intelligence of things (AIoT) products like power banks, earphones, air purifiers, and more, entering the smart television segment in 2018.

 

There are about 200–350 million households in India, and Xiaomi's AIoT strategy aims to ensure that every household has at least one Xiaomi product, according to the same source. Market Intelligence & Consulting Institute (MIC) predicts that global smartphone shipments to the Asia-Pacific region, including India and Southeast Asian nations, will account for 429.7 million units by 2028. By 2028, China and the Asia-Pacific region will be the largest markets for smartphones globally.