Xiaomi unveils sub-brand Poco to take on OnePlus, Apple, Samsung

New Delhi, August 22

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Chinese tech major Xiaomi on Wednesday launched its sub-brand Poco that will compete with high-end devices from the stables of OnePlus, Apple and Samsung.

Poco — which launched its maiden smartphone ‘F1’ on Wednesday priced at Rs 20,999 onwards — will use the manufacturing and supply chain as well as the after-sales network of the Chinese parent.

“Poco brand is focused on innovation and has a different positioning. Our first handset - F1 - is for the power users....We don’t think Poco will impact Xiaomi sales, Poco will be complementary to Xiaomi,” its Global Head Alvin Tse said.

Over the past few years, a number of handset makers like Huawei (Honor) and Micromax (Yu) have launched sub-brands to cater to the Indian consumers.

The premium smartphone segment in India as a category is growing at a strong pace and is currently dominated by OnePlus, Apple and Samsung. In a recent interview, Xiaomi VP and India MD Manu Jain had said while the company was focusing on mid and mass categories — which occupy the biggest share of the market — it was also keen on expanding its presence in the above Rs 20,000-price category.

The premium category is estimated to account for less than 10% of the Indian market in terms of shipment. The value contribution, however, is higher. — PTI

Premium smartphone segment

• The premium category is estimated to account for less than 10% of the market in terms of shipment. The value contribution, however, is higher
• The segment is also growing at a strong pace in India, which is among the largest smartphone markets globally
• Players like Vivo and Honor are also looking at tapping into the segment with their devices offering premium features