Will the prohibition on Chinese applications hurt Xiaomi, India’s No. 1 Smartphone brand: Case Study


While TikTok ruled a significant part of the discussion around the ban on the 59 Chinese apps in India, a major brand and a great video application, also took a serious hit. The applications were prohibited by the legislature, considering ‘resistance of India, the security of the state, and open request.’ Another Xiaomi application in the rundown was Mi Video Call.

Xiaomi entered India in July 2014 in association with Flipkart first, by Amazon, and then Snap deal. The brand started its unique online flash sale model, selling a predetermined number of gadgets to a tech-hungry Indian audience. It had effectively tried it in China. Xiaomi has reliably kept its profits low, however kept up high volumes, selling feature-rich devices at low prices.

Manu Kumar Jain, Xiaomi’s global VP and Xiaomi India MD, is the face of the brand. He has an online fan base of around 1.7 million supporters (Twitter, Facebook, Instagram, YouTube, and LinkedIn combined) and superstars, Prime Minister Narendra Modi, have presented with him.

Mi Community is Xiaomi’s own client commitment and listening stage, where Mi Fans mingle and gain access to brand updates. Clients find out about Mi products/features and provide feedback. Individuals can also take part in Mi Community programs, such as gaming events or meetups, and gain rewards. The boycott comes when the brand is already under fire for its Chinese heredity.

Mi Community’s job stays consistent with this day, as the brand holds the best position in the Indian smartphone market for 11 successive quarters. As indicated by IDC, it covers about 31.2 percent of the market. Between July 2014 and July 2019, Xiaomi sold a little more than 100 million cell phones in India. Anuj Sharma, CMO of Xiaomi India, mentions his company as a ‘social first’ brand.

 The brand’s commitment stays solid in spite of the COVID-19 prompted lockdown, thanks to its ‘community ‘of Mi Fans as it has already launched six new items. It has also helped the brand in its evolution from just a smartphone seller to a company of IoT gadgets, products, and services. With the accomplishment of smartphones, the company expanded into TVs, home audio, beard trimmer, water purifier, shoes, backpacks, and, most recently, laptops. According to IDC, Xiaomi now leads in the Indian smart TV market, with Mi TV recording of year-on-year growth of 69 percent.

In spite of dominating the volumes match, Xiaomi reportedly holds the third spot, behind Samsung India and BBK Electronics in terms of market value.


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