Xiaomi India launches Mijia to expand its smart home ambitions

MUMBAI: Xiaomi is ready to make itself more at home in India. As the company marks 12 years in the country, it has introduced its global home and lifestyle brand Mijia, signalling a bigger push beyond smartphones and into connected living.

Going forward, Xiaomi said upcoming home and lifestyle products in India will be launched under the “Mijia by Xiaomi” branding. The move gives the company a dedicated identity for a portfolio that already spans connected home products in markets such as China.

Mijia’s portfolio in China includes refrigerators, air conditioners, smart glasses, projectors and other connected home devices. In India, Xiaomi already sells products including air purifiers, robotic vacuum cleaners and security cameras, alongside its wider ecosystem of smart TVs, tablets and AIoT devices.

The new brand is aimed at bringing these products under one roof, making it easier for consumers to navigate Xiaomi’s growing connected ecosystem. It also fits into the company’s broader “Human × Car × Home” strategy, which seeks to link personal devices, vehicles and household products through a common technology ecosystem.

The timing is significant as Xiaomi looks to broaden its growth engines in India, where it has spent more than a decade building its consumer technology presence. The company has indicated that the Mijia launch will open the door to additional home and lifestyle categories, although it has not announced specific launch timelines for individual products.

Large appliances could become an important part of that expansion, with categories such as air conditioners and refrigerators expected to feature in the wider Mijia portfolio in India.

That would put Xiaomi more directly in competition with established appliance players such as Samsung, LG and Haier, as the company moves further into categories where connected features and smart-home integration are becoming increasingly important.

Mijia products will be distributed through Xiaomi’s existing online and offline channels, including its retail stores and major electronics chains.

For Xiaomi, the strategy is no longer simply about putting a smartphone in every pocket. With Mijia, the company is looking to put more of the home under the same connected roof.