Xiaomi India announced that it’s premium “Mi” series products will now be replaced with the new “Xiaomi” moniker. This is in line with the companies global changes. Xiaomi’s Indian arm has since its start used the Mi branding.
This will be challenging for the brand since the audiences in the country know the brand as ‘Mi’. Under this change, the corporate brand will continue to be represented by the “Mi” logo. This new Xiaomi branding has already been seen on the latest products from the brand including the Mi TV lineup and the Mi Notebooks.
As for smartphones, one of the earliest models to sport this branding change will be the Xiaomi 11T series and the Xiaomi 11 Lie NE both of which are scheduled to be announced today.
Commenting on the announcement, Jaskaran Singh Kapany, Head of Marketing, Xiaomi India, said:
“As a consumer-centric brand, our focus has always been on bringing new and innovative technology across segments that cater to the consumers’ evolving needs. We have been receiving an excellent response for our premium product range from consumers and Xiaomi fans. According to CounterPoint in May 2021, Xiaomi India captured ~14% market share in the 20K-45K category. This empowered us to push the boundaries of technology and innovation further to elevate the consumer experience.
Being a leading technology brand with a strong presence across the globe, our aim is to have a unified presence. With this new logo shift, we envision bridging the perception gap between our brand and products. The new Xiaomi logo will be used for our premium products that represent the pinnacle of technology and offer a premium experience. Ushering in the festive season, Xiaomi’s premium product series ‘Mi’ will be renamed to ‘Xiaomi’.”