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With 2,000 stores Xiaomi plans to reach out to rural areas

Chinese smartphone brand Xiaomi began its offline push nearly two years back.

, ET Bureau|
Updated: Aug 12, 2019, 10.10 PM IST
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These stores will help the company reach its target of driving 50% of sales through the offline channel by year-end, said Xiaomi India managing director Manu Jain.
BENGALURU: Chinese smartphone brand Xiaomi now has 2,000 exclusive Mi Stores across the country, helping grow its presence in small towns and rural areas, at a time when sales growth has begun to taper off in the category.

The addition of the last 1,000 Mi Stores, which are third party-run small format stores, has come in a little over four months. These stores are different from the Mi Studios and company-run Mi Home stores, which Xiaomi has been opening across Metro and tier-I cities.

These stores will help the company reach its target of driving 50% of sales through the offline channel by year-end, said Xiaomi India managing director Manu Jain. Moreover, the company is aiming to open 3,000 more stores in the next 12-18 months.

“With this, we should be the smartphone player with the most number of exclusive stores in India,” Jain said in an exclusive interaction with ET. “I wouldn’t be surprised if we’re one among the top brands, not just smartphone brands, in terms of number of exclusive stores in the country.”

Xiaomi, which started selling in India with an online-only sales model around five years ago, began its offline push nearly two years back. Experts say it was this push that helped the company to eclipse South Korea’s Samsung as the top handset manufacturer in the country.

Given its headstart in online sales, Xiaomi claims it already controls 50% of the online smartphone market, leaving little wiggle room for growth there. However, in the offline market, the company says it has just a little over 20% share and wants to increase its market presence.

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