Xiaomi launches Mijia, a new home and lifestyle sub-brand in India, as part of its push to expand its smart home and appliance ecosystem. Announced to mark 12 years of Xiaomi’s presence in the country, Mijia is introduced alongside the company’s existing brand lineup that includes Redmi and Poco, while Xiaomi keeps its flagship positioning. Under the Mijia name, the company plans to market connected home products and larger home appliances, aiming to consolidate related categories into one identity. Existing home-focused product areas, such as air purifiers, move under the Mijia umbrella, according to one report. The first Mijia-branded product scheduled for India is an air purifier. Products sold under Mijia will be offered alongside Xiaomi’s Redmi and Poco devices, indicating the brands will coexist rather than replace one another. Across outlets, the key intent is a more integrated “Mi Home” style ecosystem and a clearer brand structure for home and lifestyle products in the Indian market.