Xiaomi transforms into lifestyle player as brand affinity grows in India

One of the country's best-known smartphone brands Xiaomi is undertaking a journey aimed at helping it transform into a lifestyle player. The first few steps have been taken, with the Chinese major in the last few weeks quietly launching a slew of non-smartphone products. This includes 'Mi' branded luggage, backpacks, apparels, U-shaped pillows, pens, home security cameras and air purifiers. It comes in addition to wearable devices (such as 'Mi' bands), electronic accessories (such as routers, chargers, power banks, earphones and cables) and television sets that Xiaomi already has in the country.

The plan, says a company spokesperson, is to tap the broader smart products space as Xiaomi eyes growth beyond smartphones in India. "We are evaluating appropriate categories which make sense for the Indian market. India is ready for smart home and lifestyle products with smart TVs leading the interest," the spokesperson said.

Xiaomi took the plunge into smart TVs in March with all three variants of its 'Mi' branded LED TVs available both online and offline. The next phase of growth would see its TVs get into offline multi-brand outlets as it competes head-on with established names such as Samsung, LG and Sony.