Xiaomi India on Friday announced that it is launching Mijia by Xiaomi, its dedicated home and lifestyle sub-brand in the country, as the Chinese consumer electronics maker looks to make large appliances a key part of its next phase of growth in India.
The move comes as Xiaomi looks to diversify beyond smartphones, where its shipments in India have been declining, and build out its presence in the broader consumer technology market, according to an earlier report by ET.
