For Xiaomi, the next phase of its India journey is taking the company beyond the devices consumers carry in their pockets and deeper into their homes. The company is now looking to strengthen the ‘Home’ pillar of its global Human x Car x Home strategy with the introduction of Mijia, its home and lifestyle sub-brand.
According to Mr. Sudhin Mathur, Chief Operating Officer, Xiaomi India, the move is a natural evolution of the company’s presence in the country. “We started with smartphones, expanded into personal technology, and over time, consumers began bringing more and more Xiaomi products into their homes. The opportunity now is to connect these experiences rather than have them exist as individual products,” he says.
Xiaomi’s Human x Car x Home strategy, introduced globally in October 2023, is built around connecting personal devices, home appliances and mobility into a single ecosystem. While the company has spent years building its ‘Human’ pillar through smartphones, tablets, wearables, smart TVs and AIoT products, Mathur says the focus is now shifting towards the home.
“This is where Mijia becomes important,” he says. Introduced in India as a new sub-brand alongside Xiaomi, REDMI and POCO, Mijia — meaning “Mi Home” — is intended to house Xiaomi’s growing portfolio of home and lifestyle products.
“Smartphones will continue to be the foundation of our ecosystem. Mijia represents the next chapter of that journey, taking Xiaomi from being a brand consumers carry in their pocket to one that increasingly becomes part of how they experience their homes.”
Air purification is the starting point
Xiaomi has chosen air purification as the first category for Mijia’s India entry, building on an existing presence in the segment. The company entered India’s air purifier market in 2016 and says it now has an installed base of approximately 180,000 users.
For Mathur, that existing experience, combined with relatively low penetration of air purifiers in Indian households, makes the category a natural starting point.
Also Read: Tech Titans | Sudhin Mathur: The Best Decisions Aren’t Fast; They’re Clear
“Air purifiers were a natural starting point to bring Mijia to India because we already have a strong foundation in the category,” he says. “But the bigger opportunity lies in the fact that the category is still relatively underpenetrated.”
Mathur believes consumer attitudes towards indoor air quality are also changing. Air purifiers have traditionally been associated with periods of severe outdoor pollution, but he argues that consumers are increasingly viewing indoor air quality as part of a broader focus on healthier living.
“Consumers have become more conscious of healthier living spaces and increasingly look for smarter, connected homes,” he says. “We believe air purifiers are moving from being a seasonal purchase made in response to outdoor pollution to becoming a more deliberate choice for everyday living.”
This shift is part of what Xiaomi sees as a broader move towards more conscious and technology-enabled lifestyles. “Just as consumers have become more mindful of what they eat, how they sleep and how they exercise, they are beginning to think more consciously about the air they breathe,” Mathur says.
Making the home more connected
The company’s pitch with Mijia is not simply about adding another range of appliances to the market. Xiaomi wants to bring the connected-device experience it has developed over the years into categories that have traditionally operated independently.
“The differentiation comes from bringing Xiaomi’s strengths in innovation and connected experiences into a category that has traditionally been treated as a standalone appliance,” Mathur explains.
The newly launched Mijia Air Purifier 6 and Mijia Air Purifier 4 Compact are the first products to carry this proposition into the Indian market. Mathur says the focus is on combining performance with a more intuitive and connected user experience.
“Our intent is to make advanced air purifiers feel less like a seasonal appliance that is used only when pollution levels rise, and more like an intuitive, connected part of everyday home living,” he says.
The company is also looking at air purification through the lens of different spaces within a home. “A living room, bedroom, study or home office can have very different requirements, and the right air-care solution needs to reflect those differences,” Mathur adds.
Mijia is just the beginning
Air purifiers, however, are unlikely to remain the extent of Xiaomi’s home ambitions in India. The company has already announced plans to enter the large-appliance category, with Mijia expected to serve as the broader platform for its home and lifestyle portfolio.
Also Read: Xiaomi Launches New Foldable, Responds to Apple’s Rumoured iPhone Ultra
“For 2026, strengthening our ecosystem play has been a key focus for Xiaomi in India,” says Mathur. “We have built a strong foundation around the ‘Human’ pillar, and the ‘Home’ expansion is the next phase in our Human x Car x Home strategy.”
He describes the current Mijia launch as “just the beginning”, with the portfolio expected to evolve alongside consumer demand.
For Xiaomi, the larger ambition is to make the transition from a collection of connected products to a genuinely connected living environment.
“For years, India has trusted Xiaomi in their pockets through our smartphones. With the launch of Mijia, Xiaomi is entering their living spaces,” Mathur says.
As the company expands into more home categories, Mijia will become the unified platform for this ecosystem. “It will enable us to make Xiaomi’s smart living experience more accessible through seamless integration across devices,” Mathur concludes.