Xiaomi HQ promises more resources for India unit as company pivots to premium phones, larger IoT play

Adam Zeng, Xiaomi

• Xiaomi commits more HQ support for India, focusing on mid-premium smartphones
• Company plans broader IoT product launch and expansion into new categories
• Xiaomi aims aggressive reset in 2026 with expanded smartphone and IoT portfolio

Did our AI summary help?

Signalling a strategic reset in a tough market, Chinese smartphone and electric vehicle maker Xiaomi has committed additional headquarters support for its India business as it pivots to mid- and premium-priced smartphones, with top global executives reiterating India’s continued strategic importance.

The company is also exploring a broader India launch of its extensive IoT portfolio, with global team member on the ground to drive expansion after market research.

Adam Zeng, Senior Vice President, Xiaomi Group and President of its International Business Department, said the company’s leadership remains bullish on India during his maiden visit to the country. “We are very excited about our future in India…It was very important to us for our global debut,” Zeng said.

Alvin Tse, Vice President, Xiaomi Global, said Zeng has committed more resources for the India unit this year as the company looks to refresh and deepen its mid-premium smartphone portfolio.

“We are optimistic and excited about the opportunities ahead…Mr. Adam has also brought AIoT go-to-market (GTM) leadership from headquarters to understand which of our 200+ product categories in China can be brought to India—either through imports in the short term or localization in the mid to long term,” Tse said.

The additional resources could include higher manpower allocation and expansion into new product categories, the executives said, as Xiaomi seeks to rebuild momentum in one of its most important overseas markets.

Xiaomi’s leadership acknowledged that the company has faced a difficult phase in India, having ceded volume market share to Chinese rivals Vivo and Oppo and South Korea’s Samsung. “A lot has happened and a lot has changed, but what hasn’t changed is Xiaomi’s attitude and emphasis on the strategic importance of this market,” Tse said.

He also conceded that Xiaomi’s brand positioning has been tested over the past few years. “We recognize that the last three years have not been easy for brand perception. Xiaomi was known for disruptive pricing, but the market has changed. Change is never easy, and there may be short-term setbacks. However, as long as we do the right things, Xiaomi will endure cycles, including the current AI super cycle where prices are increasing. Our efficiency will help us navigate this better than many peers,” Tse added.

The global executives declined to comment on Xiaomi’s ongoing regulatory challenges in India, which span tax, customs and foreign-exchange probes that have remained unresolved nearly three years after they were initiated—outcomes that could have a material impact on the company’s financials.

Xiaomi’s Indian arm, Xiaomi Technology India Pvt. Ltd., has been under investigation since December 2021 by multiple agencies, including the Income Tax Department, the Directorate of Revenue Intelligence (DRI) and the Enforcement Directorate (ED), over alleged irregularities related to income tax, customs duties and foreign-exchange transactions. As of September 30, 2025, the amount under restriction stood at Rs 4,820 crore (about $544.6 million), up from Rs 4,704 crore at the end of 2024.

For Xiaomi globally, India was also the only major market to record a year-on-year decline in the September quarter, with market share slipping 3.2% to 13.4%. In contrast, Europe, Latin America, Africa, the Middle East and Southeast Asia posted gains, while even China saw a marginal improvement during the quarter.

Sudhin Mathur, Chief Operating Officer of Xiaomi India, said 2025 was a year of recalibration for the company.

“We reviewed our strategy, realigned our approach, and strengthened our omnichannel presence. We regained our number three position in smartphones and tablets, and our wearables performed very well—we are now number one in that category. Our QLED large-screen TV performance was encouraging, especially during Diwali, with nearly 6x year-on-year growth,” Mathur said.

The company is now aiming to position Xiaomi as a full-fledged IoT ecosystem player. “Last year, 15–18% of our revenue came from non-smartphone categories,” Mathur said.

Looking ahead, Mathur said the company is preparing for an aggressive reset. “2026 will be a landmark year. We are launching a stronger, better-laddered smartphone portfolio, from Rs 7,000 up to flagship devices. Tablets and wearables will feature better displays and stronger performance. We will also expand home categories like robot vacuum cleaners and air purifiers, many of which will be localized in India,” he added.