Xiaomi launches Mijia home and lifestyle sub‑brand in India

Chinese technology group Xiaomi announced the launch of Mijia by Xiaomi, a dedicated home and lifestyle sub‑brand for the Indian market. The new brand will replace the generic Xiaomi or Mi badge on products such as air purifiers, large appliances and future connected‑home devices, joining the existing Redmi and POCO pillars.

The move is part of Xiaomi’s “Human × Car × Home” strategy, which aims to integrate personal devices, electric vehicles and smart‑home products under a common software layer called HyperOS. While Xiaomi has no plans to introduce its cars in India, the company is intensifying its focus on the Home segment. Sudhin Mathur, chief operating officer of Xiaomi India, described the launch as a natural evolution after twelve years of operating in the country.

Mijia, already active in China, will now serve Indian consumers looking for smart home and lifestyle solutions, expanding Xiaomi’s product ecosystem beyond smartphones and smart TVs.