Local partner wanted for Xiaomi ‘home’ coming

Synopsis The proposal is in the exploratory phase, but the Chinese technology company is set to begin evaluating potential Indian suppliers, according to one of the persons who did not wish to be identified. “It marks a natural progression for Xiaomi as it has committed to expanding beyond air purifiers into categories such as air conditioners, refrigerators and washing machines,” the person said. Listen to this article in summarized format Listen Reuters Xiaomi is scouting for local partners as it looks to manufacture white goods in India, months after it formally launched specialised home and lifestyle sub-brand, Mijia, in the country, said people familiar with the development. The proposal is in the exploratory phase, but the Chinese technology company is set to begin evaluating potential Indian suppliers, according to one of the persons who did not wish to be identified. “It marks a natural progression for Xiaomi as it has committed to expanding beyond air purifiers into categories such as air conditioners, refrigerators and washing machines,” the person said. Queries sent to Xiaomi remained unanswered until press time. Betting big on connected devices Analysts said the company’s expansion into white goods is a strategic effort to diversify its revenue base, extend its connected device ecosystem and build a stronger presence across India’s consumer technology market. “Entering categories such as air conditioners, refrigerators and washing machines is a logical extension of Xiaomi’s global IoT (Internet of Things) and ecosystem strategy, enabling the company to capture a larger share of household spending across both value-for-money and premium segments,” said Prabhu Ram , vice president of the industry research group at Cyber Media Research. “Local manufacturing partnerships will be critical to achieving scale, deepening localisation and improving cost competitiveness.” He said that over the years, the company has built a broad local manufacturing footprint across smartphones and consumer electronics, working with partners such as Dixon Technologies, DBG Technology and BYD Electronic for smartphones, alongside Optiemus Electronics for its broader electronics portfolio. Neil Shah , co-founder and vice president of research at Counterpoint Research, also said that with smartphone growth plateauing and margins squeezed due to “chipflation”, white goods are the logical next battlefield for Xiaomi to diversify and monetise its connected ecosystem under its ‘Human x Car x Home’ strategy. “Xiaomi was one of the first and earliest brands to almost 100% localise their smartphone manufacturing in India by partnering with multiple EMS (electronics manufacturing services) firms, from Foxconn to DBG,” Shah said. “Xiaomi is taking a leaf out of the same playbook and looking to build a robust white goods manufacturing ecosystem. But appliances aren’t phones—they’re bulky, freight-heavy and require deep localised sheet metal and tooling alongside electronics.” He added that with restrictions on foreign direct investment, building greenfield plants made no sense; hence, partnering with local EMS firms was the only viable and logical option to cost-effectively scale up the business. “We can expect a split approach similar to smartphones, expanding the existing Dixon relationship for washing machines and refrigerators where shared trust already exists, while tapping specialists like Amber or PG Electroplast for smart air conditioners. Epack Durable could also be a good option for smaller smart appliances,” Shah said. Cyber Media Research’s Ram, however, pointed out that while Xiaomi’s expanding offline retail presence provides an edge for its white goods business, converting that reach into market success will require sustained investment in distribution, product reliability, consumer trust and after-sales service, areas where established appliance players currently hold significant advantages. The aggressive portfolio expansion aligns with India’s growing consumer demand for connected, energy-efficient smart home ecosystems. In 2025, Xiaomi’s IoT and lifestyle products segment generated more than $17 billion, reflecting an 18.3% year-over-year growth. Mijia’s financial contributions are fully integrated into the company’s IoT and lifestyle products division, which contributes 25-28% of Xiaomi’s total corporate revenue. While smartphones and personal technology remain at the core of Xiaomi’s business, the home category is important for its next phase of growth in India. Its presence in the televisions and connected devices segments has given it a strong foundation to build on, as it looks to address a wider range of technology needs within Indian households. In June, Xiaomi shared its plans to enter the large appliances category in India. While there are no specific details on the categories or timelines, the company made another step in this direction with the introduction of Mijia in the country. The first products under Mijia were air purifiers, and the move was viewed as part of the company’s effort to strengthen the home segment in India, which is one of Xiaomi’s most important markets globally and also serves as its regional headquarters for South Asia. Add as a Reliable and Trusted News Source Add Now! Read more news on xiaomi xiaomis iot shah prabhu ram optiemus electronics iot (Catch all the Technology News News , and Latest News Updates on The Economic Times .) ...more Add Comment