Xiaomi India shifts focus from smartphone volumes to revenue as consumers hold phones longer

Xiaomi India is shifting its focus from smartphone volumes and market share to revenue and higher-value customers as consumers upgrade their phones less often, Sandeep Sharma, associate director-marketing at Xiaomi India, told TNIE.

The company said it made a “conscious shift” last year to focus on value rather than volume as the Indian smartphone market has reached a plateau and consumers are keeping their phones for longer.

“For smartphones, we have sort of hit a plateau, and that’s primarily because consumers are upgrading less often now,” Sharma said.