Xiaomi eyes 140 million phone users to boost TV sales in India with big-screen push
India Today
Xiaomi is betting on its massive smartphone user base in India to drive TV sales, as it shifts focus from price-led competition to building a long-term consumer electronics ecosystem.
Xiaomi plans to turn millions of its smartphone users into television buyers in India, as part of its latest strategy to deepen the consumer-electronics ecosystem and drive growth beyond handsets, a senior company executive told India Today Tech in an exclusive interview. The company currently has 140 million smartphone users in India, and Xiaomi believes this and its services give it a competitive edge over peers as it looks to expand television sales.
“We have around 140 million users in smartphones who are using our Xiaomi products now. Can we get them to buy a TV, and then maybe in the future they also buy a tablet?” said Sandeep Sarma, Associate Director for Marketing and PR at Xiaomi. “We are not trying to win in the short term. We are trying to win in the long term.”
The ecosystem-led approach comes as Xiaomi re-enters the 75-inch television segment in India, a category the company believes is now better aligned with changing consumer preferences. According to Sarma, Indian buyers are steadily moving away from smaller screens and upgrading to larger displays and more premium viewing experiences.
Internal sales data shared by Xiaomi shows a clear shift from 32-inch and 43-inch televisions towards 55-inch and 65-inch models. The company has also seen a sixfold jump in QLED TV sales following a product refresh in 2025, suggesting growing demand for higher-end panels.
“When we launched a 75-inch TV earlier, it was still ahead of the curve when it came to adoption of larger screen sizes in India,” Sarma said. “Now we have two years’ worth of data showing where the market is headed. We are now confident that we have the right ingredients, and it is now the right time to bring a 75-inch once again.”
Industry data appears to back Xiaomi’s assessment. Research firm Counterpoint Research has reported steady growth in India’s smart TV shipments, along with a gradual move toward larger screen sizes. In its India TV report for Q3 2025, Counterpoint said that 43-inch models are emerging as the new entry-level standard for many buyers, while 55-inch TVs are gaining popularity due to falling prices and wider access to premium features.
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