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
Date Written: April 4, 2020
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
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