Xiaomi’s Journey in India: A Roller Coaster Ride

International Journal of Management (IJM), 11 (3), 2020, pp. 55–62

8 Pages Posted: 29 Apr 2020

See all articles by Anuj Kumar

Anuj Kumar

Bharati Vidyapeeth Institute of Management and Research

Dr. Nishu Ayedee

Assistant Professor, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India

Dr. Nimit Gupta

Associate Professor, Fortune Institute of International Business, New Delhi, India

Date Written: April 4, 2020

Abstract

Xiaomi entered in Indian market in 2014. After China, India was most important market for Xiaomi. With the help of this case, the authors will discuss about market entry and initial success of Xiaomi in India. Culture plays an important role for any foreign market player. In this case, there will a discussion on cultural similarity between India and China too. Slowly and gradually Xiaomi become the most dominant player in the smartphone segment in India. With the help of this case the authors will explain market entry strategies and unique business model of the company that helped it to gain maximum market share. This case can be useful for management students as well as professionals to learn about business success of Xiaomi and the complexities of Indian market. Culture and its implications are crucial for Xiaomi to move to next level after the initial success with penetration of new technology and shut down of Indian based handset manufacturer’s brand, it is not easy for any foreign brand to penetrate and move beyond.

Keywords: Xiaomi, India, Smartphone, Culture, Internationalization, Marketing

Suggested Citation

Kumar, Anuj and Ayedee, Dr. Nishu and Gupta, Dr. Nimit, Xiaomi’s Journey in India: A Roller Coaster Ride (April 4, 2020). International Journal of Management (IJM), 11 (3), 2020, pp. 55–62, Available at SSRN: https://ssrn.com/abstract=3568350

Anuj Kumar (Contact Author)

Bharati Vidyapeeth Institute of Management and Research ( email )

Paschim Vihar
New Delhi
New Delhi, IN Delhi 110063
India
9990383481 (Phone)

HOME PAGE: http://https://www.linkedin.com/in/anuj-kumar-47982914/

Dr. Nishu Ayedee

Assistant Professor, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India ( email )

New Delhi
India

Dr. Nimit Gupta

Associate Professor, Fortune Institute of International Business, New Delhi, India ( email )

Plot no 5, Vasant Gaon
Rao Tula Ram Marg
New Delhi, DE 110031
India

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