Xiaomi Inc. is a privately owned Chinese electronics company headquartered in Beijing, China. The world’s 4th largest smartphone distributor, Xiaomi designs, develops, and sells smartphones, mobile apps, and consumer electronics.founded in  April 10, 2010 by  Hong Feng, Lei Jun, Zhou Guangping, Li Wanqiang, Huang Jiangji, Lin Bin, Liu De, Wang Chuan.

The company said it has partnered Redington to make its smartphones available across physical retail stores. “We have partnered Redington. We will begin with select cities like Hyderabad, Chennai and Bangalore and later scale it pan-India,” Xiaomi India Head Manu Jain told.

Jain expects offline to be onefourth or one-third of its total sales within a year, up from 10 per cent at present. The contribution will likely be similar to that in China, where 30 per cent of its sales come from operator bundling and offline retail sales.

Xiaomi also ventured into brick and mortar stores by partnering with retail chain The Mobile Store and private telecom operator Bharti Airtel to reach out to more consumers. “Offline has done well for us. But the focus will remain on online. In China, about 70 per cent of our sales come from online and the remaining is offline. In India too, we should see similar trends,” he said.

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.

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Sangeeta Ghosh

Sangeeta is an engineering graduate and is passionate about painting and music. She is always blooming with new ideas and is a real go to person when you are searching for one. Exploring good dining places across the city is her favourite off-field indulgence. At KnowStartup, she is an integral part of the editorial team.

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