Xiaomi is taking its India business beyond smartphones with the launch of Mijia in the large home appliances category. Announced on Friday, August 7, 2026, the move expands the company’s existing home and lifestyle portfolio, which includes air purifiers and robotic vacuum cleaners. These products will now come under the Mijia by Xiaomi branding in India.

Twelve years after making its debut in India, Xiaomi is reshaping its local strategy with the introduction of Mijia. The new sub-brand signals a major expansion for the company and ranks among its most notable moves since it began operations in the country in July 2014.

Sudhin Mathur, COO, Xiaomi India, told Gadgets 360, “Mijia essentially means Xiaomi home.”

Mijia is now the fourth brand in Xiaomi Group’s India portfolio, joining Xiaomi, Redmi and Poco. While Xiaomi focuses on the premium smartphone segment, Redmi serves more mainstream buyers and Poco has increasingly positioned itself towards digitally savvy users. The brands are designed around separate consumer needs, with Mijia following the same approach by focusing on connected and intelligent living.

Mijia already has a sizable global footprint as Xiaomi Group’s dedicated home ecosystem brand, spanning more than 200 product categories. Its India debut will begin with a new line of smart air purifiers, which is slated to arrive during the current quarter. Xiaomi plans to broaden the range gradually, with large appliances and other home categories also expected to join the portfolio.

Mijia’s decision to introduce its new air purifiers at this point comes as India moves into the post-monsoon period, when pollution levels often begin to rise, especially across major cities. Mathur said demand for air purifiers tends to climb during this period, making the season a natural entry point for the brand.

The company’s earlier attempt to build a smart-living portfolio in India was followed by a period of consolidation around its smartphone business. Xiaomi had already sold products including air purifiers in the country before reducing its ecosystem push amid challenging market conditions. Mathur said Mijia’s latest expansion would be backed by dependable after-sales infrastructure, including continued access to consumables and replacement filters.

The Mijia rollout comes at a time when Xiaomi is seeing healthy growth across several of its established businesses in India. During the first half of 2026, the company’s push towards higher-value products gathered pace, with premium QLED and MiniLED televisions accounting for more than half of TV revenue after posting fourfold year-on-year growth. Tablet sales rose by around 20%, while its mid-premium and premium smartphone categories also delivered notable gains.