"The reason behind Xiaomi's unbelievable success in India"

Xiaomi is a Chinese word and stands for "millet", a foodgrain grown in many parts of the world and just like its's meaning, the Chinese electronics, and software company Xiaomi is expanding in many parts of the world. 

Xiaomi launched its first smartphone in August 2011, and in 2014 it becomes China's largest smartphone company.

The world's 4th most valuable technology start-up has 15,000 employees in China, India, Malaysia, Singapore and is also expanding to other countries such as Indonesia, the Philippines, and South Africa.

The Rise of Xiaomi in India

After the huge success in China and Singapore, the company started operations in Malaysia, the Philippines, and India.

The company entered the Indian market with Mi 3, following the concept of 'flash sale' in partnership with Flipkart, India's leading online retailer.

Chinese brands have always been perceived as cheap and low quality, but Xiaomi changed that perception. It is affordable but not low quality. In fact, the quality is much higher in comparison to the local brands. With its good quality and mid-range pricing, Mi phones became an instant hit. 

Xiaomi understood the sensibilities of the Indian market and continued to launch smartphones in the mid-price range.

Xiaomi's Strategies for success

Manu Kumar Jain, who was initially the head of operations for Xiaomi in India, is today the India Managing Director and Global Vice President.

He says that the most important factor for the success of Xiaomi in India is "the offering of great products at a fantastic price". 

The company does a lot of innovation on both the software and the hardware sides. Also, the company does not focus on any one particular feature of a phone. The top-selling smartphones of MI like Redmi Note 4, Redmi 4, and Redmi 4A had top-notch specifications in terms of RAM, camera, storage, battery and processor in their respective price ranges. Thus they became fully packed phones in low budgets.

"Xiaomi has a 25 percent market share followed by Samsung with 23 percent."

MI converted itself according to the Indian market they focused on high-quality products at low prices. and that was the thing that became the milestone in the success of MI in India.

According to Manu Kumar Jain 

Xiaomi India is - 

 #1 Smartphone Brand for 2+ years 

27.1% overall market share 

 Highest shipment = 12.6M units 

#1 Online brand for 3+ years 

40% market share within Online 4 out of top 5 phones

Xiaomi is also -

40% bigger than the #2 brand (Samsung) 

78% bigger than #3 brand (Vivo) 

89% bigger than #4 brand (Realme) 

130% bigger than #5 brand (Oppo)

Xiaomi focused on the customer and their traits and a man with extraordinary ability "Manu Kumar" made it the most loved brand in India.

by Amit Tomar