India’s largest smartphone seller, Xiaomi, which has dominated the budget handset category for more than two years, is now planning a premium makeover and will adopt a two sub-brand strategy for market segmentation.
“The year 2017 onwards has been a great ride for us…we have been the number one smartphone brand in the country. A large part of the success has been driven by the Redmi portfolio, which operates between Rs 6,000 and Rs 20,000," Raghu Reddy, head of online sales, India, Xiaomi, said in an interview.
“However, if you look at our presence in China we have divided the portfolio into Mi and Redmi. There are two separate line-ups. We will try to emulate that brand philosophy in India," Reddy said.