Xiaomi has introduced its new sub-brand, Mijia by Xiaomi in India as its dedicated home and lifestyle brand, marking a major step in the company’s expansion beyond smartphones and personal technology. The launch comes as Xiaomi completes 12 years in the Indian market and looks to strengthen its presence in the growing smart home and appliance segment.
Mijia, which translates to “Mi Home”, will bring Xiaomi’s home and lifestyle products under a dedicated brand identity. The portfolio will include existing categories such as air purifiers, smart TVs, security cameras, and other connected devices, while Xiaomi also plans to expand into large home appliances.
The company has not yet revealed which large appliances will be launched first under the Mijia brand. However, the portfolio could eventually include products such as refrigerators, washing machines, air conditioners, and other household appliances.
Mijia will be an important part of Xiaomi’s Human × Car × Home ecosystem. This strategy was introduced globally in 2023, which aims to connect smartphones, smart home products, vehicles, and other devices through Xiaomi’s software ecosystem and HyperOS. This approach is designed to allow users to control multiple connected products through a unified platform.
In India, Xiaomi has already established a strong presence across smartphones, tablets, televisions, accessories, and AIoT products. With Mijia, the company is now placing greater emphasis on the “Home” segment of its ecosystem. This strategic change also puts Xiaomi in stronger competition with established home appliance brands such as LG, Samsung, Haier, and Panasonic.
Xiaomi will continue using its own branding for flagship products, while Redmi and POCO will remain separate brands within its portfolio. Mijia products, meanwhile, will carry the “Mijia by Xiaomi” identity.
