Xiaomi is stepping up its push into India's white goods market. Building on the strong brand recognition it has established through smartphones and TVs, the company is expanding into major home appliances such as air conditioners, refrigerators, and washing machines, positioning itself as a challenger to Samsung Electronics and LG Electronics.
As part of the strategy, Xiaomi has elevated India to the status of its South Asia headquarters and reshuffled its senior leadership team. Industry observers describe the move as the company's most significant organizational restructuring in India since it entered the market with smartphones in 2014.
At the heart of the restructuring is an aggressive plan to capitalize on India's rapidly growing home appliance market. Xiaomi is currently in talks with leading Indian electronics manufacturing services (EMS) providers to ramp up mass production. The company plans to launch a range of white goods--including air conditioners, refrigerators, and washing machines--tailored for the Indian market in the second half of the year. Rather than simply expanding its product portfolio, Xiaomi aims to evolve into a comprehensive smart home appliance brand serving the entire household.
Sudhin Mathur, Chief Operating Officer of Xiaomi India, said, “We plan to introduce large home appliances in the Indian market and add new categories to our portfolio. Until now, we have sold large home appliances only in China, but we have gained sufficient experience and are ready to expand into new markets.”
India's home appliance market is growing rapidly. According to market research firms including Fortune Business Insights, the market was valued at approximately US$76.5 billion in 2024 and is expected to grow at a compound annual growth rate (CAGR) of 5-7% through 2032. Large home appliances such as washing machines and refrigerators account for more than 60% of the market, with demand driven by rapid urbanization and the expansion of the middle class.
Samsung Electronics and LG Electronics remain the dominant players in India's white goods market. According to local consulting firm India IPO, LG Electronics is expected to hold a 28% share of India's refrigerator market this year, followed closely by Samsung Electronics with 27%, ranking first and second, respectively. In the premium segment, LG's side-by-side refrigerators have captured more than 40% of the market. LG also surpassed 1 million air conditioner sales in India during the first quarter alone, putting the company on track to exceed 2 million units for the full year.
Samsung Electronics is also strengthening its presence in the premium segment with its Bespoke AI refrigerator and washing machine lineup. The company is expanding its B2B business as well, partnering with one of India's leading real estate developers, Central Park, to supply HVAC systems for The Orchard, a residential development currently under construction in Gurugram, India's major IT hub.
Industry observers believe Xiaomi's entry into India's large home appliance market could significantly increase competitive pressure on Samsung Electronics and LG Electronics.
An industry official said, “Xiaomi's expansion into white goods in India is part of a broader strategy to extend the brand strength and AI ecosystem it built through smartphones into the smart home. With its competitive pricing and growing local supply chain, Xiaomi has the potential to emerge as a formidable challenger to Korean appliance makers.”
