Xiaomi transforms into lifestyle player as brand affinity grows in India

Xiaomi is also investing in domestic start-ups as India remains critical from a growth point of view

One of the country's best-known smartphone brands Xiaomi is undertaking a journey aimed at helping it transform into a lifestyle player. The first few steps have been taken, with the Chinese major in the last few weeks quietly launching a slew of non-smartphone products. This includes 'Mi' branded luggage, backpacks, apparels, U-shaped pillows, pens, home security cameras and air purifiers. It comes in addition to wearable devices (such as 'Mi' bands), electronic accessories (such as routers, chargers, power banks, earphones and cables) and television sets that Xiaomi already has in the country.

The plan, says a company spokesperson, is to