Xiaomi is breaking away from its online dominated retail business model and will make its smartphones available in offline retail stores as well. Multiple sources have confirmed that Redington will distribute Xiaomi models in brick and mortar stores.
Xiaomi, which launched with an online-exclusive retail model with Flipkart last year, has flirted with increasing its reach in India, which is its second largest market after China. Earlier Xiaomi had tied up with Airtel stores where it made its Redmi Note 4G available. Later, it also tied up with The Mobile Store for limited availability of its smartphones.
Xiaomi then broke away with its Flipkart-exclusive partnership and made its products available on rivals Amazon and Snapdeal as well as its own mi.com/in website. It even partnered with Overcart and Amazon for selling refurbished smartphones.
Earlier in April reports had emerged about Xiaomi’s plans to set up its own warehouse in Bangalore. The partnership with Redington would be the biggest move for Xiaomi to widen its reach and to tap new consumers who are not buying products online. What remains to be seen is how Xiaomi manages to keep its margins under control, which it had so far managed to keep in check with an online only distribution model that does away with middlemen and retailer margins.
The move also suggests that Xiaomi is no longer constrained by limited production and is ready to meet consumer demand in India.
BGR India has reached out to Xiaomi for comments and will update the post as soon as we hear from them.