Xiaomi launches Mijia in India, eyes bigger smart home appliance push

MUMBAI: Xiaomi is looking to make itself at home in India. As the company marks 12 years in the country, it has launched Mijia, its global smart home and lifestyle brand, signalling a broader push into connected home products and large household appliances.

Mijia, which translates to “Mi Home”, will become Xiaomi India’s dedicated home and lifestyle sub-brand. Future home products will carry the Mijia by Xiaomi branding, making it the fourth brand in the company’s India portfolio alongside Xiaomi, Redmi and Poco.

The move marks a shift in Xiaomi’s India strategy, which has so far been led by smartphones but has expanded steadily into smart TVs, tablets and AIoT devices. With Mijia, the company wants to bring its growing collection of connected home products under one identifiable brand while opening the door to new categories.

Mijia to enter large appliances

A key part of the expansion will be large home appliances. Xiaomi has confirmed that it plans to introduce such products in India under the Mijia by Xiaomi name, although it has not yet disclosed which categories will arrive first or provided a launch timeline.

The company also plans to broaden its existing home portfolio, including air purifiers, while bringing more products from its global smart home ecosystem to Indian consumers.

Globally, Mijia spans more than 200 product categories, ranging from robot vacuum cleaners and smart air purifiers to electric toothbrushes, weighing scales, kitchen appliances and other connected devices.

The brand’s proposition centres on getting different products to work together within a single ecosystem, allowing users to manage multiple devices through Xiaomi’s connected platform.

India’s next smart home phase

The Mijia launch is closely tied to Xiaomi’s global Human x Car x Home strategy, unveiled in 2023. The strategy aims to connect smartphones, smart home products and electric vehicles through Xiaomi HyperOS, creating a single ecosystem across devices.

In India, Xiaomi says it has already built the “Human” layer through smartphones, tablets, smart TVs and AIoT products. The company is now looking to deepen the “Home” component by bringing more connected appliances and lifestyle products to the market.

The timing is significant as India’s smart home market becomes increasingly crowded, with consumers moving beyond individual connected gadgets towards ecosystems that link multiple devices.

For Xiaomi, Mijia offers a way to turn that ecosystem into a bigger business. After 12 years of building its device footprint in India, the company is now looking to make sure its ambitions extend well beyond the smartphone in your hand and into the home around you.