Xiaomi bets on premium push in India with ‘three-screen’ strategy

Xiaomi, the Chinese smartphone giant, is intensifying its efforts to penetrate India's premium consumer electronics sector. The company is set to broaden its horizons beyond smartphones, planning to enhance its offerings in televisions, tablets, and other connected devices to capture higher profit margins in the world's second-largest smartphone market. In an exclusive interview, Sudhin Mathur, Chief Operating Officer of Xiaomi India, revealed the company's ambitious '3-screen premiumisation journey' set to unfold in 2026. This initiative aims to deliver cutting-edge display technologies across televisions, tablets, and smartphones. "We are committed to providing our consumers with immersive and innovative displays that redefine their viewing experiences," Mathur stated. This strategic pivot marks a significant departure for Xiaomi, which has long been synonymous with budget-friendly smartphones. As Indian consumers increasingly upgrade their devices, the company's focus is shifting toward higher-priced products with larger screens. Mathur emphasized the importance of expanding into the non-phone sector, indicating that smart TVs will play a crucial role in this strategy. With predictions that around 40% of the smart TV market will consist of QLED models or above this year, Xiaomi is poised to leverage this trend by launching new 75-inch QLED TVs. In tandem with its product expansion, the company is also investing in enhancing its premium after-sales services. Mathur noted that Xiaomi has initiated the opening of specialized service centers aimed at providing an elevated customer experience. These centers will not only offer quality repairs but also serve as experience zones showcasing the full range of Xiaomi's products. Looking ahead, Xiaomi is set to expand its premium smartphone lineup in 2026, including the much-anticipated launch of the Xiaomi 17 series in March. Mathur concluded, "Our year began positively with the launch of the Note 15 series, and we aim to bolster our presence in both the premium and mid-market segments, which seem to be thriving."