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Chinese brand Xiaomi will be launching more products under the ‘Mi’ brand this year in India. According to a new report, Xiaomi is aiming at establishing Mi as a brand for premium products in the Asian sub-continent. Xiaomi entered the Indian market back in 2014 with Mi-branded smartphones, but over the last three years, Redmi smartphones have been the face of the brand in India. Last year, we saw just one ‘Mi’ smartphone launching in India and that’s the Android One-powered Mi A3. Since 2018, Mi brand has mostly been associated with non-smartphone products like televisions, fitness bands and other lifestyle products. In 2020, Xiaomi wants to change this by launching more Mi smartphones and other products in India.
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Xiaomi Mi Mix Alpha May Reach the Indian Market
According to an ET Telecom report, the Chinese company is also looking at bringing its concept phone- the Mi Mix Alpha to the Indian market. That said, at the upcoming Mi Note 10 launch event, the company may showcase the Mi Alpha to the media and the actual launch of the phone might happen later this year once the phone enters mass production. The Xiaomi Mi Note 10 with 108MP Penta-camera setup is expected to reach the Indian market by the end of January 2020.
In China, the Mi branded products are aimed at the premium market, but in India, Mi smartphones like the Mi Mix 2 and Mi 5 failed miserably. This led Xiaomi to focus in the sub-Rs 20,000 price point with the Redmi brand. “In China, there are clear portfolios for Redmi and Mi. Mi stands for innovation and premium appeal. It has been missing from our portfolio here and we would want to set that up going into 2020,” Raghu Reddy, Xiaomi India Head of Online Sales, told ET Telecom.
