Xiaomi India says to launch more category products under Redmi’s phone plus strategy

NEW DELHI: Chinese handset maker Xiaomi said that it may launch new connected products under the ‘phone-plus’ strategy for its Redmi brand, which currently serves the mass market through its affordable smartphones.

“We have finalised the phase one of the phone plus strategy for the Redmi brand and have decided to launch TWS earphones,” Xiaomi India Chief Marketing Officer Anuj Sharma told ET. “The idea is to disrupt the TWS segment the way we did with Redmi smartphones.”

Sharma said that the company is currently working on the phase two strategy for the Redmi brand, and is evaluating categories that are connected to phones. “We are looking at quite a few different segments.”