Twelve years after it first sold a smartphone in India, Xiaomi is opening a new chapter, and this time smartphones are not the headline. The company has introduced Mijia by Xiaomi, a dedicated home and lifestyle sub-brand that will now carry its air purifiers, large appliances, and future connected home products in the country.
If you already own a Xiaomi phone, a Mi Smart TV, or an air purifier at home, this rebrand directly affects what you will see on store shelves and product boxes going forward. Here is what Mijia actually is, why Xiaomi is doing this now, and what it means for shoppers.
Table of contents
- What Is Mijia, and Why Is Xiaomi Creating It
- The Bigger Picture: Xiaomi’s Human x Car x Home Strategy
- What Sudhin Mathur Said About the Launch
- What Happens to Air Purifiers and Upcoming Large Appliances
- Xiaomi’s Journey in India So Far
- Current Xiaomi Home Products You Can Already Buy in India
- What This Means Going Forward
What Is Mijia, and Why Is Xiaomi Creating It
Mijia translates to “Mi Home,” and it has been Xiaomi Group’s global home and lifestyle sub-brand for years, covering everything from air purifiers to kitchen appliances in markets like China. With this announcement, Mijia formally becomes Xiaomi’s fourth brand pillar in India, joining Xiaomi (the flagship brand), REDMI, and POCO.
In practice, this means home and lifestyle products that Xiaomi India sells, current categories like air purifiers, and upcoming ones like large appliances, will now carry the Mijia by Xiaomi name instead of being folded under the generic Xiaomi or Mi badge. The company says the products will continue to meet the same innovation and quality benchmarks as before; only the branding on the box changes.
The Bigger Picture: Xiaomi’s Human x Car x Home Strategy
To understand why Mijia matters, it helps to know about Xiaomi’s global Human x Car x Home strategy, introduced in 2023. In simple terms, this is Xiaomi’s plan to connect three parts of a person’s life through one software layer called HyperOS: personal devices (the “Human” part, think phones and tablets), electric vehicles (the “Car” part, which Xiaomi sells in China), and smart home products (the “Home” part).
In India, Xiaomi has spent over a decade building the “Human” side of this equation through smartphones, tablets, and Smart TVs. There are no plans shared for Xiaomi’s cars to enter India yet, but the company is now doubling down on the “Home” piece of the puzzle, and Mijia is the vehicle for that push.
What Sudhin Mathur Said About the Launch
Sudhin Mathur, Chief Operating Officer of Xiaomi India, framed the announcement as a natural next step for the brand rather than a sudden pivot. He said the company has continuously evolved alongside Indian consumers over the past 12 years, growing from a smartphone-first business into a broader consumer technology player. According to Mathur, introducing Mijia by Xiaomi strengthens the Home dimension of the company’s global strategy in India and signals a long-term commitment to the category, with the goal of making the connected ecosystem more intelligent and seamless for Indian households.
What Happens to Air Purifiers and Upcoming Large Appliances
Xiaomi India has confirmed two concrete moves under the new sub-brand. First, its existing air purifier lineup will now sit under Mijia by Xiaomi. Second, and more significant for the market, the company is entering the large appliances category for the first time in India under this branding. Xiaomi has not detailed specific products such as refrigerators or washing machines yet, but the intent to expand beyond small AIoT gadgets into big-ticket home appliances is now official.
This is a meaningful shift. Xiaomi built its India business on affordable smartphones and small connected gadgets. Large appliances are a different game entirely, with longer purchase cycles, service network demands, and established competitors like Samsung, LG, and Voltas already in place. How Mijia prices and positions its first large appliances will say a lot about whether Xiaomi wants to compete on value here too.
Xiaomi’s Journey in India So Far
Xiaomi entered India in 2014 and has since grown into one of the country’s most recognisable consumer electronics companies, expanding from phones into Smart TVs, tablets, and a wide range of AIoT products (AIoT stands for Artificial Intelligence of Things, essentially everyday devices that are connected and can be controlled or automated through an app). Globally, the company crossed roughly 718.8 million monthly active users across smartphones and tablets as of March 2025, alongside close to 943.7 million connected AIoT devices, excluding smartphones, laptops, and tablets. Xiaomi products are now sold in more than 100 countries, and the company was listed on the Fortune Global 500 for the eighth consecutive year in July 2026, ranking 232nd.
Current Xiaomi Home Products You Can Already Buy in India
While Mijia-branded large appliances are still to come, Xiaomi’s existing home lineup, the same category of products the sub-brand will now house, is already available in India. Here is a quick look at some popular picks if you want to get a head start on the connected home experience:
| Product | Category | Best For |
|---|---|---|
| Xiaomi Smart Air Purifier 4 | Air Purifier | Larger rooms and living areas |
| Xiaomi Smart Air Purifier 4 Compact | Air Purifier | Bedrooms and smaller spaces |
| Xiaomi Robot Vacuum X20 Pro | Robot Vacuum and Mop | Hands-free daily cleaning |
Prices and stock on these listings change frequently, so it is worth checking the live page before you decide.
What This Means Going Forward
The introduction of Mijia is less about a new product launch and more about how Xiaomi wants to be seen in India over the next few years. Splitting the portfolio into Xiaomi, REDMI, POCO, and now Mijia gives each brand a clearer identity: phones and flagship experiences under Xiaomi, value and gaming-focused phones under REDMI and POCO, and now a dedicated home and lifestyle identity under Mijia.
For Indian consumers, the practical impact will show up gradually, starting with rebadged air purifiers and eventually extending to a wider range of large appliances. Gogi will continue tracking Mijia’s India rollout, including pricing and specific product launches, as Xiaomi shares more details.