Smartphone market leader Xiaomi on Wednesday ventured into the television category in India. Xiaomi has stuck to a single model – Mi LED Smart TV 4. The product has advanced technology and, as claimed, is the thinnest in the world. “We are offering a TV that costs over Rs 150,000. So we must have a plan for now,” Manu Kumar Jain, vice-president and managing director, Xiaomi India, said. The company has priced the 55-inch TV that comes with 4K technology at Rs 39,999. To keep costs in check, Xiaomi is banking on online stores such as Flipkart, Mi.com, and its offline branded outlet – Mi Home. Unlike in 2014 when it entered India, the latest move could be Xiaomi’s first concrete step to bring its core business model here. It will attempt to replicate the China model by monetising content delivery. This will help the company offer the hardware at a more competitive price.
Jain calls this strategy – “content first”.