Redmi looks to enter new segments with the launch of Redmi Earbuds S

Xiaomi’s sub-brand Redmi on Tuesday has launched its new TWS device, the brand’s first, the Redmi Redmi Earbuds S.

The launch is part of the brand’s broader strategy to delve further into accessories and ecosystem products in India, a segment the brand calls as “phone plus”.

In an interview with BusinessLine, Anuj Sharma, Chief Marketing Officer, Xiaomi India discusses the brand’s idea behind delving into newer segments starting with accessories and ecosystem products, while maintaining its hold in the smartphone segments.

Sharma also elaborated upon how the brand plans to differentiate itself from Mi moving forward.