Xiaomi India President Murali Krishnan unveils his organisation's future goals, including making 5G accessible, expanding 4K smart TVs, and creating a comprehensive smart home ecosystem for everyone in India
In an exclusive interview with ET Edge Insights, Murali Krishnan, President of Xiaomi India, sheds light on Xiaomi’s unwavering commitment to customer centricity, elucidating its profound impact on the company’s business strategy, technological advancements, and the cultivation of a distinctive community known as “Xiaomi Friends.”
Here are the interview excerpts.
When we talk about customer centricity, what does it mean to you and how does this align to your overall business strategy?
The customer is essentially at the centre of pretty much everything that we do, and we really want them to love, trust and recommend us to their friends and families. If you start with that philosophy, it starts permeating everything that you do in the value chain, from product development and marketing to distribution, service, and customer support.
This philosophy resonates throughout every facet of our business processes and value chain, a mantra steadfastly embraced since our inception in 2010. It’s this commitment that has cultivated a community of millions proudly identifying as ‘Xiaomi Friends,’ acknowledging the distinct and exceptional qualities that set our brand apart.
In today’s day and age, when technology is rapidly accelerating and it is almost at the forefront, how do you manage to stay with the latest technology and satisfy customers’ expectations simultaneously?
In today’s fast-paced lifestyle, smartphones have become indispensable, shaping our daily routines from morning alarms to late-night scrolling. The constant interaction with phones has led to heightened expectations, prompting companies to prioritise customer feedback through surveys, social media, and reviews.
Consider the evolution of smartphone displays, driven by the surge in video consumption. AMOLED displays now dominate our mid to high-end phones, offering superior resolution and larger screens to cater to movie-watching trends. Similarly, gaming enthusiasts benefit from faster refresh rates, with some of our phones boasting 120 Hz to enhance the gaming experience.
Addressing battery concerns, we responded to customer feedback by increasing battery sizes. Fast-charging technologies like 33W, 67W, and 120W were introduced to meet the need for quick charging. The Xiaomi 13 Pro, for example, charges from 0 to 100% in just 20 minutes, a direct response to customers expressing impatience with long charging times.
Our customer-centric approach extends beyond smartphones, as seen in the launch of smart televisions with the innovative Patchwall interface. Prioritizing content over apps, Patchwall enhances the user experience by showcasing the latest releases prominently.
In essence, these examples demonstrate a commitment to customer satisfaction amid technological advancements. By adapting and incorporating user feedback, we leverage evolving technologies to enhance experiences rather than being hindered by them. This strategic alignment ensures businesses remain adaptive and advantageous in the dynamic landscape of consumer technology.
Is there any strategy apart from taking customer feedback with regards to how Xiaomi builds its customer and brand loyalty?
Xiaomi’s core philosophy revolves around delivering innovation for everyone, embracing a comprehensive approach to inclusion in the realm of innovation, marking the first dimension of our approach. The second dimension is the example that I gave earlier, keeping customer centricity at the forefront of the value chain.
The third dimension, our “Xiaomi Friends,” represents individuals who share a profound connection with the brand, products, and technology. These enthusiasts form 26 self-organized Xiaomi fan clubs across India, electing their leaders and convening regularly to discuss Xiaomi, technology, and industry dynamics. They serve as both our ardent supporters and constructive critics, contributing to our constant drive for improvement.
These Xiaomi fans play a crucial role in our journey. Their critiques are rooted in a deep love for the brand, pushing us to strive for excellence. By incorporating customer centricity throughout our value chain and nurturing a community of passionate users, Xiaomi has earned the trust of customers, making us the most trusted smartphone brand in the country according to research. This achievement is a testament to our consistent dedication to putting the customer at the centre of everything we do.
Is there any goal, strategy or planning in the next few years with regards to your innovation mantra?
India’s remarkable trait is its consistent demonstration, particularly over the past few decades, of leaping ahead in technology. With 5G on the horizon, Xiaomi sees a tremendous opportunity and is committed to making it accessible to all through affordable device offerings. Our recent launch, the Redmi 12, 5G at ₹10,999, targets the 10,000-15,000 segment, making 5G widely available without compromising quality.
In the smart TV space, the focus is on larger screens and high-quality displays. Xiaomi’s approach is to bring 4K everywhere, offering fantastic 43- and 50–55-inch 4K televisions at honest prices, catering to the growing demand for high-resolution content and streaming.
The third mantra revolves around creating a smart home for everyone. Xiaomi’s diverse portfolio of IoT products, from air purifiers to security cameras, is designed to enhance home automation. As 5G penetrates homes, this smart home concept becomes more significant, providing convenience and control over various devices via smartphones.
In essence, Xiaomi’s three overarching themes in India are: 5G for everyone, 4K for everyone in smart TVs, and smartphones for everyone, embodying our commitment to making technology innovations accessible to the masses.
