Xiaomi India has introduced Mijia by Xiaomi, its home and lifestyle sub-brand, in India as the company marks 12 years of operations in the country.

The sub-brand will become the umbrella for Xiaomi's home and lifestyle portfolio in India, joining Xiaomi, Redmi and Poco within the company's brand portfolio.

Mijia, which stands for 'Mi Home', is Xiaomi Group's global home and lifestyle brand. In India, future home and lifestyle products, including large appliances, will be launched under the Mijia by Xiaomi branding.

The announcement forms part of Xiaomi's broader Human × Car × Home ecosystem strategy, first unveiled globally in 2023. The ecosystem connects smartphones, tablets, smart TVs, electric vehicles and smart home devices through the company's HyperOS platform.

Xiaomi said it will continue expanding its existing home categories, including air purifiers, while entering the large appliances segment under the Mijia brand as it broadens its connected home portfolio in India.

Sudhin Mathur, chief operating officer, Xiaomi India, said, "Over the past 12 years, Xiaomi has continuously evolved alongside Indian consumers, expanding from smartphones into a broader consumer technology portfolio. The introduction of Mijia by Xiaomi marks an important milestone in strengthening the Home dimension of our global Human × Car × Home strategy in India and reflects our long-term commitment to the market. As we deepen our presence in the category, our focus is on making the connected ecosystem more intelligent, intuitive and seamless, bringing Xiaomi's global smart living experience to more homes across India."