Xiaomi Has Big Plans for Wear­ables

Co to launch af­ford­able wear­able Mi Band next week in as­so­ci­a­tion with Hrithik Roshan’s HRX

The Economic Times - - Companies: Pursuit Of Profit - @times­group.com

Kolkata: Smart­phone maker Xiaomi plans to repli­cate its suc­cess in the wear­able tech­nol­ogy mar­ket and launch af­ford­able prod­ucts po­si­tioned in the health seg­ment. The com­pany will man­u­fac­ture them in In­dia af­ter achiev­ing a cer­tain scale in sales. “Our sup­plies of wear­able bands have not been con­sis­tent in In­dia since we un­der­es­ti­mate the de­mand ev­ery time and the lead time from pro­duc­tion to dis­tri­bu­tion is few weeks to months. How­ever, this sit­u­a­tion will change now and we will en­sure con­sis­tent sup­plies the way we have done with smart­phones,” Xiaomi In­dia man­ag­ing di­rec­tor Manu Jain said. The com­pany cur­rently im­ports the smart wear­able bands, but con­sid­er­ing Xiaomi is a big sup­porter of the ‘Make in In­dia’ ini­tia­tive, it would start lo­cal pro­duc­tion af­ter achiev­ing a cer­tain vol­ume.

Xiaomi will launch its next wear­able Mi Band next week in as­so­ci­a­tion with the HRX, which is a cloth­ing and ac­ces­sories line named af­ter ac­tor Hrithik Roshan.

The lat­est of­fer­ing would be at a lower price than the ex­ist­ing range to boost sales vol­ume. The Mi Band HRX Edi­tion has been de­vel­oped with ex­ten­sive feed­back about ac­tive life­style and fit­ness from Roshan who vir­tu­ally ful­filled the role of a prod­uct man­ager, Jain said. This is the first time Xiaomi will launch a prod­uct line on a celebrity glob­ally. “When­ever we have been able to man­age sup­plies, Xiaomi be­came the num­ber one brand in the wear­able seg­ment. But now with the new prod­uct and con­sis­tent sup­plies, we are con­fi­dent of be­com­ing a con­sis­tent num­ber one brand in In­dia,” Jain said. Quot­ing mar­ket tracker IDC’s data, he said Xiaomi has the top po­si­tion in the wear­able seg­ment glob­ally. Jain said Xiaomi may ex­tend the col­lab­o­ra­tion with HRX to other smart fit­ness prod­ucts for the In­dian mar­ket. “Xiaomi and HRX have a lot of sim­i­lar­i­ties as far as brands are con­cerned, the most cru­cial be­ing the ef­fort to make prod­ucts and tech­nol­ogy af­ford­able,” Jain said.

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