When Xiaomi entered India nearly a decade ago, it became the disruptor that everyone underestimated – the brand that made value for money fashionable and introduced smart TVs into middle-class living rooms. The smartphone range was diverse, had a lot to offer and was well-received by the Indian market. But the same market that Xiaomi once ruled has evolved, and so has the brand’s approach.
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After a staggering 38 per cent drop in shipments and a fall in market share from 18 per cent to 12 per cent, IDC data pointed to weak offline sales, high inventory and fuzzy brand positioning as key challenges. In between, the company also went through a leadership change and turmoil with retailers, leading to a difficult year.
In an exclusive conversation with Digit and Times Now, Xiaomi India’s CBO Sandeep Singh Arora and CMO Anuj Sharma shared the company’s vision for 2026 and plans for a comeback. The goal is no longer simply flooding the market with affordable phones.
Smartphones: Fewer, sharper and premium
Xiaomi has been focusing on a cleaner and premium product portfolio. It has through the year spoken about it at different stages and is ready to take an immediate hit, if this strategy leads to long-term gains.
“We’ve consciously shifted focus from volume to value. Even though shipments may have declined, when you consider Xiaomi, Redmi and Poco together, we’re still among the top four players in both volume and value. The structure, channel presence and portfolio are now ready to regain growth in both areas,” Arora said.
This has been a constant effort, Sharma said, adding that Xiaomi has been working to simplify the lineup.
“We’ve spent the last two to three years simplifying the lineup,” he said. “Earlier, we had too many models. Now, we’re focusing on what’s essential: fewer devices, but with a real purpose. Our goal is not just volume; it’s value,” he added.
Sharma confirms that the Xiaomi 17 series will launch in India early next year, following the release of the Note 15 series. However, the launch will be dependent on global market readiness and local conditions. “We’re testing a couple of products,” he stated, confirming the Xiaomi 17 and Xiaomi 17 Pro for the Indian market, without giving away the specific launch details.
On being asked about selective launches in India, Arora goes into detail on the strategy: “Not every global series is released in India every year. For example, following the T series, we paused, refocused, and concentrated on high-end devices like the Xiaomi 15. It was a deliberate branding choice, not a limitation.”
This is the next step in Arora’s “premiumisation,” which involves elevating the brand without abandoning its core. “Premiumisation isn’t just about higher prices,” he said. “It’s about providing better features, superior retail experiences and a more robust ecosystem. It begins with a portfolio, a retail presence, and the overall consumer experience.”
For that, the company is also working on two new phones that will fill in the gaps, he added. However, the details, segment and other details are still under the wraps.
Beyond phones: A bigger screen, a bigger ambition
Smart TVs once cemented Xiaomi’s market leadership and the company is now focusing on quality rather than quantity. “Consumers today want better picture quality, not just bigger screens,” said Arora. “Our QLED lineup has grown five times over last year. Next year, we’ll invest in even larger screens and next-generation display tech, responding to demand for 55-inch and 65-inch TVs,” he added.
Tablets are also carving out a solid market. “With the Xiaomi Pad 5, we revived Android tablets,” Sharma said. “Pad 6 did well, Pad 7 introduced nano-texture displays, and we’ll add more enhancements next year.”
Audio, soundbars, and broader home entertainment will also see focus. “We’re still scratching the surface of what Xiaomi can offer in India’s smart home space,” Sharma added. “The plan is to build meaningful experiences, not just expand the number of devices,” he stated.
HyperOS 3: The glue that binds the ecosystem
Xiaomi’s past may be defined by hardware, but its future will be decided by software. HyperOS 3, which is currently in testing, promises to integrate all Xiaomi devices into a single ecosystem, including smartphones, TVs, and tablets. “It’s faster, smoother, and connects everything under one platform,” Sharma added. He also stated that the software will be deployed in the next two weeks.
The goal is straightforward: increase consumer engagement across multiple devices. Approximately 20 million users own up to five Xiaomi devices, a level that the India team hopes to gradually emulate. “It’s about building an ecosystem, not just selling hardware,” Arora said.
Investing back home
Multiple reports throughout the year have suggested that Xiaomi’s global leadership is now looking at other markets and has limited investments in India. However, both Arora and Sharma emphasied that India remains to be one of Xiaomi’s most important markets and there has been no strategic change.
“India remains a core focus for Xiaomi Global,” Arora stated. “We’re expanding our service network from 10 to 100 premium centers, boosting local manufacturing – 95 per cent of our smartphones and all premium QLEDs are made here,” he added.
Investment isn’t limited to production. “We’re strengthening after-sales support, omni-channel retail presence, and service networks,” Sharma explained. “Once people buy a device, we want to ensure they’re taken care of – from updates to support,” he added.
The company now aims to shift gears and gearing up to make the tech not only limited to smartphones but connects with your homes. “We want to democratise better experiences,” Arora said. “It’s not just about phones anymore. It’s about building a connected lifestyle, including smarter, smoother and still affordable,” he added.
“This year has been one of progress and learning,” Arora added. From strong performance in premium QLED TVs, tablets like the Pad 7 and locally manufactured smartwatches, to efforts in retail experience and omni-channel expansion across Xiaomi, Redmi and Poco, the brand is now focusing on rebuilding the foundation, aiming for smarter growth and not the louder presence.
Ashish Singh
Ashish Singh is the Chief Copy Editor at Digit. He’s been wrangling tech jargon since 2020 (Times Internet, Jagran English ’22). When not policing commas, he’s likely fueling his gadget habit with coffee, strategising his next virtual race, or plotting a road trip to test the latest in-car tech. He speaks fluent Geek. View Full Profile
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