Xiaomi forays into television market, brings China model to India

Smartphone market leader on Wednesday ventured into the television category in India. has stuck to a single model – Mi LED Smart 4. The product has advanced and, as claimed, is the thinnest in the world. “We are offering a that costs over Rs 150,000. So we must have a plan for now,” Manu Kumar Jain, vice-president and managing director, India, said. The company has priced the 55-inch that comes with 4K at Rs 39,999. To keep costs in check, 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”.

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