While Xiaomi is a dominant player in India, especially in the mid-range segment, it hasn’t been as successful in the the flagship segment. OnePlus is currently the number one player in the flagship segment according to industry figures from the previous quarter.
Xiaomi India MD Manu Kumar Jain said, on the sidelines of the Xiaomi Mi A2 India launch, that Xiaomi has a customized approach for every market. While it won’t launch the entire portfolio of products currently available in China in the premium space, it will launch a flagship device in India for people who are passionate about technology, and at an affordable price, hinting towards a price that could even give OnePlus a run for its money.
Responding to queries by BGR India on whether the upcoming Xiaomi flagship in India will compete with OnePlus or even products in higher segments by Samsung and Apple, Jain said “We are always about flagship technology, not flagship price.”
Premium Xiaomi products
Talking about the big-premium Apple and Samsung smartphone segment, Manu said that “even if we launch a device worth Rs 70,000 to Rs 80,000, we will always make it affordable at range of Rs 30,000 to Rs 35,000. But if we plan to launch a device worth between Rs 50,000 to Rs 60,000 like Samsung, we’ll make it affordable at a range of Rs 20,000 to Rs 25,000.”
Commenting on Xiaomi’s performance in the flagship segment, Jain added that the average selling price (ASP) was much lesser when the company came to India 4 years ago. According to him, Xiaomi has been very focused on the sub-Rs 20,000 price segment. The company now sees a market in higher segments.
“At Xiaomi, we decided that we have to focus. We can’t do everything. And if we do everything, we might do a shoddy job. If we wanted, we could have gone into the premium segment as well. But we decided to focus on the largest segment. That’s why, we specifically chose the mid-segment. Now slowly and gradually we’re launching mid-premium smartphones, such as Redmi Note 5 Pro between Rs 15,000 and Rs 17,000. And now, the Xiaomi Mi A2 starts at Rs 17,000. We will also launch premium flagship devices in India.”
No more ‘Flash Sales’
Xiaomi is slowly trying to ramp up production and move away from the flash sale model in India. Jain said that last year the manufacturing was close to 3.5 million units in a quarter, which is now up to almost 10 million units in the same single quarter. The company has now moved up a ladder and is now the number one mid-range smartphone company by numbers in India.
Xiaomi Mi A2 Lite is not coming to India
When Xiaomi launched the Mi A2 in India yesterday, there were expectations of it launching the Mi A2 Lite as well. The notch-screen smartphone from Xiaomi is the lighter version of Mi A2 and has only been launched in China with stock Android. Jain said they don’t have plans to launch A2 Lite in India, as it might cannibalize the sale of other smartphones like the Redmi Y2 at the same price point.
“Different markets have different requirements and the reason why we didn’t launch Mi A2 Lite because we would like to avoid cannibalization of other smartphones like the Redmi Y2 at the same price point. We wanted to make sure that we have one product at different price point, and we do not want to disturb it,” he further added.
Watch Video: Xiaomi Mi A2 First Look
Also, it takes about 3 months for the certification process in India, and going by Xiaomi’s style of launching new products, then possibility of Mi A2 Lite seems next to impossible. But Jain did add that at Xiaomi they ‘never say never’.