New Delhi: Chinese tech giant, Xiaomi, is reportedly taking down its trademark ‘Mi’ branding for its future products in India “with an aim to unify its global brand presence” in line with the company’s global announcement. This means all the future Mi-branded products will instead ship with ‘Xiaomi’ branding.
Notably, the company has been gradually moving towards the Xiaomi branding for the last few months. For instance, it recently launched the Xiaomi Mix 4, dropping the Mi prefix that remained in the older Mix series phones. Xiaomi in China also sells its flagship commercial phone as Xiaomi 11 instead of Mi 11 in India. Lastly, its latest laptop in India, the Mi Notebook Ultra, features the Xiaomi logo instead of a Mi logo.
Although, the company explained that with the new brand identity introduction, there would be two distinct product series under the parent corporate brand. The business or the corporate side will retain the ‘Mi’ logo, which means stores and corporate offices will carry the same orange-coloured logo as earlier. Whereas, its product portfolio under the Mi branding will move towards the prefix ‘Xiaomi’ and new logo (that simply reads Xiaomi). The Chinese tech company notes that products manufactured under Redmi will continue to carry the same moniker and logo.
Speaking over the development, Jaskaran Singh Kapany, Head of Marketing at Xiaomi India, said the company aims to have a unified presence as the brand continues to grow worldwide. “With this new logo shift, we envision bridging the perception gap between our brand and products. The new Xiaomi logo will be used for our premium products that represent the pinnacle of technology and offer a premium experience. Ushering in the festive season, Xiaomi’s premium product series ‘Mi’ will be renamed to Xiaomi,” the senior executive said in the press release.
While this may take some time getting used to for long-time consumers of the brand, one can see the rationale behind such a move. Xiaomi has become increasingly successful of late, and given the high volume business that the smartphone world is, the Mi moniker and logo could be confusing in some markets.