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Redmi

Redmi is a sub-brand of Corporation, the Chinese multinational technology company headquartered in , specializing in affordable with a primary focus on budget and mid-range smartphones, as well as integrated () devices. Originally launched in 2013 as a low-cost smartphone line under , Redmi evolved into an independent sub-brand in January 2019 through Xiaomi's dual-brand strategy, allowing it to operate with distinct branding, product planning, and marketing while remaining fully integrated into Xiaomi's ecosystem. This separation enabled Redmi to target cost-conscious consumers in the mass market by emphasizing high price-performance ratios, innovative features at competitive prices, and accessibility to advanced technologies like . Under the leadership of Lu Weibing, who has served as General Manager of the Redmi brand since 2019 and as President of Group since 2021, the sub-brand prioritizes sales, production, and global expansion, particularly in markets such as , , , and emerging regions. Redmi's product portfolio centers on smartphone series like the Redmi Note and Redmi K lines, which have driven significant milestones for . For instance, the became the best-selling smartphone among Chinese brands globally in 2019, according to market research firm Canalys, while the Redmi K30 5G, launched in December 2019 at RMB 1,999, was the first device under RMB 2,000, featuring a 765G processor and 64-megapixel quad camera. More recent releases include the Redmi Note 13 Series in September 2023, powered by the MediaTek Dimensity 7200-Ultra chipset, and the Redmi K70 Series in November 2023, equipped with the 8 Gen 3 for enhanced performance and capabilities. Beyond smartphones, Redmi offers products such as tablets, smart TVs, speakers, and wearables, all connected via Xiaomi's HyperOS platform, contributing to a network of 989.1 million devices (excluding smartphones, tablets, and laptops) as of June 2025. The brand has played a key role in Xiaomi's market leadership, helping the company achieve a third-place global ranking with 13.5% and 43.5 million units shipped in the third quarter of 2025, according to . Redmi's focus on quality innovations, such as the Starfish battery algorithm ensuring 90% retention after 1,000 cycles and Dragon Crystal Glass for durability, has resulted in a 99% positive feedback rate on platforms and over 20% improvement in net promoter scores across product generations. Aligned with Xiaomi's "Human × × " smart vision and (ESG) commitments, Redmi continues to expand internationally, leveraging digital supply chains and sustainable practices to deliver value-driven technology to a global audience of 731.2 million monthly active users as of June 2025.

Overview

Establishment

Redmi was established in July 2013 as a sub-brand of , initially launched as a budget-oriented line to expand the parent company's reach into the affordable market segment. The sub-brand was created to offer value-driven devices without compromising Xiaomi's positioning in the premium category, allowing the company to target cost-conscious consumers while maintaining distinct branding for higher-end products. In , the brand debuted under the name "Hongmi," reflecting its focus on accessible, ""-like affordability in and . Xiaomi, founded in April 2010 by entrepreneur and a team of engineers, provided the foundational ecosystem and resources for Redmi's inception, leveraging its established and software expertise to support the new line. , who had previously served as president of Corporation, envisioned Redmi as a way to democratize access through high-quality components at low costs, aligning with Xiaomi's broader mission of innovation for the masses. The initial product emphasis was on entry-level smartphones that prioritized value-for-money specifications, exemplified by the debut device featuring a MT6589T quad-core processor and 1GB of RAM paired with 4GB internal storage. Backed entirely by Xiaomi's operational infrastructure and funding, Redmi adopted an aggressive sales strategy centered on online flash sales to drive high-volume distribution and build rapid in emerging economies. This approach enabled quick sell-outs and fostered early among budget buyers seeking reliable performance without premium pricing.

Brand Positioning

Redmi positions itself as an accessible entry into the market, primarily targeting budget-conscious consumers in emerging markets such as , , and parts of . The brand appeals to specific demographics including students, first-time users, and price-sensitive buyers who prioritize functionality over , offering reliable devices that meet everyday needs without premium frills. This focus differentiates Redmi from Xiaomi's mainline products, which target higher-end users with flagship features. Central to Redmi's is its emphasis on value-driven , starting with devices under $200 to deliver "high specs at low cost." Early models featured competitive elements like large batteries for extended usage and capable cameras that rival mid-range competitors, enabling the brand to capture among cost-aware buyers seeking performance without excessive expenditure. In January 2019, Redmi evolved into an independent sub-brand of , taking responsibility for all entry-level and offerings to streamline operations and accelerate global expansion. This separation freed to concentrate on premium flagships, enhancing overall brand clarity. Redmi's marketing leverages flash sales for urgency, online exclusivity via Mi.com to control distribution, and through MIUI forums to foster hype and user loyalty.

Products

Smartphones

Redmi's smartphone lineup targets diverse market segments through its major series, emphasizing affordability and performance. The entry-level Redmi series, including models like the A, C, and , caters to budget-conscious users with basic yet reliable hardware for everyday tasks such as calling, browsing, and light multimedia consumption. For instance, the Redmi A3 features a Helio G36 processor and a 5000mAh , providing extended usage without frills. The Redmi Note series occupies the mid-range category, distinguished by large displays and substantial batteries that prioritize endurance and immersive viewing. These devices typically incorporate 6.67-inch or screens with 120Hz refresh rates and batteries exceeding 5000mAh, paired with processors like the Helio G99-Ultra or Snapdragon 7 series for smooth multitasking. Camera systems in this series often include high-resolution sensors, such as the 108MP main camera in the Redmi Note 14, enabling detailed at accessible price points. For users seeking higher performance, the Redmi K series delivers flagship-like capabilities in a more affordable package, focusing on gaming and intensive applications with powerful chipsets. Models like the Redmi K80 utilize the , offering octa-core performance up to 3.3GHz, alongside features like 144Hz displays and advanced cooling systems for sustained operation. Across its portfolio, Redmi smartphones commonly employ and processors for balanced efficiency, with higher-end models featuring displays for vibrant colors and fast charging technologies reaching 67W in the Note series for quick recharges. Camera setups have evolved to include up to 200MP sensors by 2024, as seen in the , capturing high-detail images with AI-assisted enhancements. Redmi's smartphones have driven significant sales growth, with the brand contributing to Xiaomi's shipment of over 190 million units globally in , reflecting strong demand in emerging markets. A pivotal example is the , which featured a 4000mAh and Snapdragon 660 , selling millions and establishing the Note series as a due to its value-driven design. Innovation in Redmi's hardware has progressed notably, including the introduction of 5G connectivity with the 2020 Redmi K30, powered by the Snapdragon 765G chipset for mid-range 5G access. The brand has explored foldable concepts to push display flexibility, while 2025 models integrate features like image expansion and object erasure in camera apps for smarter photo editing. These advancements integrate seamlessly with software like HyperOS for enhanced user experiences.

Other Devices

Redmi has expanded its product lineup beyond smartphones to include a range of affordable consumer electronics, such as power banks, laptops, smart TVs, wireless earbuds, tablets, smartwatches, and AI speakers, all designed to integrate seamlessly with Xiaomi's IoT ecosystem for enhanced connectivity across devices. These offerings maintain the brand's focus on value-driven features, targeting budget-conscious consumers in home entertainment, personal computing, and mobile accessories. The Redmi power bank series debuted in July 2019 with models like the 10,000mAh and 20,000mAh variants, which support 18W fast charging through dual USB-A output ports and include a USB-C input for recharging. These compact devices feature multi-layer safety protections and are compatible with a wide array of gadgets, emphasizing portability and reliability for on-the-go power needs. In the laptop category, the RedmiBook series launched in May 2020, featuring models such as the RedmiBook 13, 14, and 16 equipped with AMD Ryzen 4000-series processors like the Ryzen 5 4500U or Ryzen 7 4700U, alongside configurations offering up to 16GB of RAM and SSD storage. Subsequent iterations incorporated Intel processors, such as the Core i5 or i7 in 2023-2024 models, delivering slim designs suitable for everyday productivity and light multimedia tasks while prioritizing cost-effectiveness. Redmi entered the market in August 2019 with its inaugural 70-inch model, powered by an processor and running overlaid with the PatchWall interface for personalized content recommendations and access to extensive libraries. Later series, including the 2021 Redmi X lineup with 50-inch and 55-inch options under 55 inches, incorporate , 20W speakers with DTS-HD support, and 5.0 for streaming and smart home connectivity. The wireless earbuds lineup began with the Redmi Earbuds S in May 2020, evolving into the Redmi Buds series with advanced noise cancellation; for instance, the Redmi Buds 5 offers up to 46dB active noise cancellation (ANC) via dual microphones and supports 5.3 for stable audio transmission. Models like the Buds 3 Pro include codec support such as for high-quality wireless audio, alongside features like in-ear detection and up to 40 hours of total battery life with the charging case, making them ideal for immersive listening in noisy environments. Redmi also offers tablets through the Redmi Pad series, starting with the Redmi Pad launched in October 2022, featuring an 11-inch 90Hz display, Snapdragon 680 processor, and 8000mAh battery for and . Later models like the Redmi Pad Pro (2024) include 12.1-inch screens with 120Hz refresh rates and up to 67W fast charging. Wearables include the Redmi Watch series, such as the Redmi Watch 4 (2024) with a 1.97-inch display, GPS, and over 150 sports modes, priced affordably for fitness tracking. AI speakers, like the Redmi AI Speaker introduced in 2023, support voice control and integration with HyperOS for smart . These non-smartphone devices reinforce Redmi's budget-oriented strategy by extending its appeal to personal accessories and home setups, with the broader AIoT contributing significantly to Xiaomi's overall revenue growth, reaching approximately RMB 104 billion in 2024 from non-smartphone sources within the combined × AIoT category.

Historical Development

Inception and Early Growth (2013–2018)

Redmi was launched in 2013 as Xiaomi's budget-oriented sub-brand, with the debut of the Hongmi (also known as or ), a device featuring a 4.7-inch display and running on Xiaomi's customized interface. Priced at around 799 RMB (approximately $130), the phone was offered exclusively through online flash sales on Xiaomi's website, where the initial batch of 100,000 units sold out in just 90 seconds, highlighting the intense demand and the brand's innovative model. This launch marked Redmi's entry into the competitive , targeting value-conscious consumers with hardware comparable to higher-priced rivals but at a fraction of the cost. In , Redmi expanded internationally for the first time with its debut in in February, where the original Redmi model was priced at S$149 (about $120) and sold out in just 8 minutes during an online flash sale, underscoring the brand's growing appeal beyond . Domestically, , bolstered by Redmi's contributions, achieved a significant milestone by overtaking to become 's top vendor in the second quarter, capturing a 14% through aggressive pricing and rapid product iterations. This period also saw challenges emerge, including constraints that limited stock availability and intensified competition from , which was expanding its own budget offerings and eroding Xiaomi's lead in lower segments. To navigate these issues, Redmi relied on a strategy of weekly flash sales, which helped control inventory costs while building hype and exclusivity around its products. Between 2015 and 2016, Redmi solidified its position with key product releases that emphasized hardware improvements and market expansion. The , unveiled in November 2015, introduced a full metal unibody and an integrated fingerprint sensor, setting it apart in the mid-range category with a 5.5-inch Full HD display and starting price of about $140. Following in August 2016, the featured the Helio X20 deca-core processor for enhanced multitasking, paired with a 4100mAh , while the Redmi 4, launched the same month, offered a compact 5-inch with Snapdragon 435 power for everyday use. These models facilitated Redmi's entry into the market, beginning with the locally manufactured Redmi 2 Prime in August 2015 and accelerating with the Note 3's India launch in March 2016, where flash sales quickly established the brand as a budget leader amid rising adoption. Positioned as Xiaomi's affordable lineup, Redmi focused on delivering premium features like durable builds and efficient without premium pricing. From 2017 to 2018, Redmi continued its innovation trajectory with devices that adopted emerging trends, driving substantial sales growth. The and 5 Plus, announced in December 2017, pioneered 18:9 aspect ratio in the budget segment—a 5.7-inch HD+ screen on the 5 and a 5.99-inch Full HD+ on the Plus—powered by Snapdragon 450 and 625 chips, respectively, starting at around $120. In early 2018, the introduced AI-enhanced dual cameras for improved low-light photography and portrait modes, featuring a 12MP primary with a 5MP depth , alongside a Snapdragon 636 . The , released in May 2018, targeted selfie enthusiasts with a 16MP front camera augmented by beautification and soft LED lighting, complemented by a 5.99-inch 18:9 . These launches propelled Redmi's momentum, contributing to Xiaomi's overall shipments exceeding 40 million units in the first four months of 2018 alone, a 18% increase from the prior year, despite ongoing supply hurdles and Huawei's aggressive push in the value market. The persistent use of flash sales not only mitigated stock shortages but also fostered a loyal , enabling Redmi to capture significant share in and emerging markets like .

Independence and Expansion (2019–2022)

In January 2019, Xiaomi announced that Redmi would operate as an independent sub-brand, allowing it greater autonomy in product development and marketing to accelerate its globalization efforts. This shift was marked by the launch of the Redmi Note 7 series, featuring a 48-megapixel main camera, which became a global bestseller with over 20 million units sold within seven months of its debut. Later that year, the Redmi K20 introduced a pop-up selfie camera mechanism, enhancing its appeal in the mid-range segment and contributing to Redmi's growing international footprint. The year 2020 saw Redmi enter the 5G era with the launch of the K30 in December 2019, positioned as the brand's first smartphone and priced accessibly to broaden adoption. Amid the , which caused supply chain disruptions including the cancellation of the series launch event in , Xiaomi adapted by shifting to online unveilings and maintaining production momentum. These efforts supported Redmi's expansion into new markets, notably , where Xiaomi's smartphone shipments surged 471.4% year-over-year, securing a 9.0% and fourth-place ranking according to Canalys data. By the second quarter of 2021, , bolstered by 's strong performance, overtook Apple to claim the second position in global shipments behind , achieving a 17% per Canalys analysis. The series, highlighted by the Pro model's 108-megapixel quad-camera setup, further drove growth, with the overall Note lineup surpassing 240 million cumulative units sold by October. In 2022, Redmi continued its push into affordable segments with the , an entry-level device running stock (Go edition) to appeal to users seeking a clean software experience. The brand expanded its presence in , where Xiaomi's smartphone market share rose year-over-year in the third quarter, and made inroads in through targeted affordable offerings amid rising demand for budget devices. This period solidified Redmi's role in Xiaomi's , with the budget-oriented lineup significantly contributing to overall revenue growth.

Recent Innovations (2023–2025)

In 2023, Redmi expanded its mid-range offerings with the global launch of the Note 12 series on March 23, featuring 120Hz Flow displays for enhanced visual experiences across models like the Note 12 Pro+ and Pro . Later that year, on September 21, the Note 13 series debuted in , introducing a 200MP HP3 main sensor in the Pro+ variant for superior imaging capabilities. Amid these releases, Xiaomi emphasized sustainability across its portfolio, including Redmi devices, by incorporating recycled materials in product packaging and components as part of its broader commitments outlined in the 2023 . The momentum continued into 2024 with the global rollout of the Note 13 series on January 15, bringing the 200MP camera and IP54-rated designs to international markets in five variants. In November, the K80 series launched on November 27, powered by high-performance chipsets including the Dimensity 9400 in select models, and achieved strong initial demand with 3.6 million units sold within the first 100 days. By 2025, Redmi targeted emerging markets with the Note 14 SE launch in on July 28, an entry-level device equipped with a 50MP LYT-600 main camera featuring optical . This series integrated enhancements via HyperOS, such as real-time translation for multilingual communication in apps like video playback and calls, supporting up to 25 languages. Xiaomi projected overall smartphone shipments of 175-180 million units for the year, with Redmi contributing significantly to this growth through affordable innovations. Key trends in this period included explorations in foldable concepts within Xiaomi's , though primarily under the series rather than K branding, alongside teasers for integration like the SU7 and upcoming YU7 to complement Redmi's connectivity. HyperOS updates further optimized life on Redmi devices through adaptive and usage scenarios, allowing up to 20% longer endurance in balanced modes. As of November 2025, export controls on advanced semiconductors continued to pose challenges for , restricting access to certain high-end chips and complicating supply chains for future Redmi flagships amid ongoing restrictions on AI-related technologies to . No major new Redmi launches were reported in Q3 or Q4 2025 as of November 14, 2025.

Software and Technology

Operating System

Redmi devices operate on the Android operating system, with the inaugural model launched in 2013 running Android 4.2.2 Jelly Bean as its base. Subsequent generations have progressively adopted newer Android versions, aligning with hardware advancements; by 2025, flagship and mid-range Redmi smartphones, such as the Redmi Note 14 series, support Android 15, enabling features like enhanced privacy controls and improved performance optimizations. Overlaid on this foundation is Xiaomi's custom user interface, initially , which debuted in as a customized ROM before becoming the standard skin for and Redmi hardware. For Redmi's budget-oriented lineup, was adapted with optimizations such as lighter resource usage and simplified themes to accommodate lower-end processors and RAM configurations, ensuring smooth operation on entry-level devices. In 2023, transitioned from to HyperOS across its ecosystem, including Redmi products, to create a unified platform that integrates smartphones, wearables, and devices more seamlessly; HyperOS builds on 's architecture but introduces cross-device connectivity via its HyperConnect framework. HyperOS 2.0, launched in October 2024, added advanced AI features and improved multitasking, while HyperOS 3.0, released in August 2025, enhances ecosystem integration and performance, with rollouts to Redmi devices like the K70 series beginning in October 2025. Key features of the software skin on Redmi devices include gesture-based navigation for intuitive full-screen control, a robust theming engine allowing extensive customization without rooting, and the App Vault, a swipe-accessible hub aggregating notifications, widgets, and quick tools to streamline multitasking. is bolstered by regular patches, with mid-range Redmi models receiving up to four years of version updates and six years of security fixes to address vulnerabilities. Ecosystem integration enhances usability, with the Mi Home app serving as the central hub for controlling Xiaomi's devices like smart lights and cameras directly from Redmi smartphones. In the Chinese market, where Google services are restricted, the GetApps store functions as an alternative to the Store, providing access to a curated selection of apps, games, and tools optimized for Xiaomi hardware.

Firmware and Updates

Redmi smartphones adhere to Xiaomi's update policy, which varies by model and provides 2-4 years of major version upgrades and 4-6 years of patches for and models such as the K series and Note series as of 2025. Over-the-air () updates are distributed directly through the device's Settings application, allowing users to download and install enhancements seamlessly. HyperOS, Xiaomi's proprietary operating system overlay, began rolling out to the Redmi Note 13 series in 2024, featuring enhancements like improved multitasking through floating windows for better app management, with subsequent HyperOS 2 and 3 versions adding AI-driven features and extended support. Beta testing for these updates is facilitated via the official Xiaomi Community platform, where eligible users can enroll to access early versions and provide . Firmware variations exist based on region: the China ROM, intended for the domestic market, omits and includes localized apps, whereas the Global ROM integrates full ecosystem support for international users. Support for older models eventually ends, as seen with the , which reached end-of-life status in 2020 and no longer receives any updates. For users seeking extended or customized support, community-driven options are available, including LineageOS, which offers ongoing firmware builds for devices like the Redmi Note 7 even after official support lapses. Similarly, Xiaomi.eu provides a debloated variant of HyperOS that removes bloatware and delivers updates more rapidly than stock firmware.

Global Operations

Market Presence

Redmi maintains a dominant position in several key emerging markets, particularly in and , where it targets budget-conscious consumers with affordable yet feature-rich . In , its home market, Redmi contributes significantly to Xiaomi's overall 15.2% market share as of 2024, leveraging strong local production and distribution networks to capture over half of the domestic budget segment. In , Redmi leads the budget category, driven by popular models like the Redmi 14C , which ranked among the top-selling devices in Q2 2025 shipments with 13% . The brand has also established a robust presence in , where Xiaomi's Redmi lineup secured a 19% regional in Q2 2025, reclaiming the top position through aggressive pricing and -enabled devices. In , Redmi benefits from Xiaomi's broader strategy in price-sensitive regions, contributing to steady growth in countries like and via platforms. Globally, Redmi's sales performance has been impressive, with Xiaomi's total shipments exceeding 168 million units in , of which the Redmi series played a pivotal role in the budget tier. The brand achieved a peak in 2021, helping rank as the second-largest global vendor behind , with shipments bolstered by the Redmi Note series' popularity. By , maintained the third position worldwide with approximately 13% , and Redmi models accounted for a substantial portion of these volumes in entry-level and mid-range segments. Strategic partnerships, such as exclusive launches with in , have enhanced Redmi's distribution, enabling rapid market penetration during sales events like the 2025 Freedom Sale, where models like the Redmi Note 14 Pro+ saw significant discounts. In the competitive landscape, Redmi primarily contends with and Samsung's A-series in the budget segment, differentiating itself through superior value propositions like high-megapixel cameras and fast charging at lower price points. For instance, in , Redmi employs localized pricing strategies, offering devices like the Redmi 15C for around ₹12,990, undercutting rivals while maintaining competitive specifications. This approach has allowed Redmi to outperform in certain sub-₹20,000 categories, where affordability drives over 40% of shipments in mass-budget segments. Looking ahead to 2025, Redmi is expanding into with the Note 14 series, launching in key markets like , , and to tap into growing demand for durable, budget smartphones. These efforts build on Redmi's dominance, with approximately 80% of sales occurring online through platforms like and , facilitating efficient global reach without heavy reliance on physical retail. In Europe, Redmi has solidified its entry via marketplaces, offering models like the Redmi Note 14 4G directly to consumers since the late , with continued availability across EU countries in 2025.

Manufacturing and Supply Chain

Redmi, as a sub-brand of Corporation, relies on a of contract manufacturers for its production. The primary manufacturing hubs are located in , particularly in the province, where over 70% of Xiaomi's suppliers operate, including key facilities in and . Additional production occurs through partners like and , with handling significant volumes for Redmi devices in factories across and . In , local assembly began in 2018 to meet market demands, utilizing Foxconn's facilities established earlier in partnership with since 2015. This setup supports approximately 70% of production concentrated in , enabling efficient scaling for global distribution. The supply chain for Redmi devices heavily depends on key component suppliers, including and for processors, with MediaTek's shipments to surging over 200% in 2020 amid growing demand. Displays are sourced primarily from and , providing and LCD panels for various models. Following the global chip shortages starting in 2020, exacerbated by the , diversified its sourcing strategies to mitigate risks, including increased reliance on multiple vendors. Sustainability initiatives within the include Xiaomi's 2023 commitment to incorporate recycled materials, targeting at least 10% recycled plastics in products by 2025, as part of broader e-waste goals of 38,000 tons from 2022 to 2026. Labor practices are governed by Xiaomi's , which prohibits child and forced labor, with regular audits conducted across supplier facilities to ensure compliance. Operational challenges have included production delays during the 2020 outbreak, which contributed to global shipment dips of around 20% in the first quarter, though maintained growth through online sales. More recently, in , U.S. controls targeting Huawei's suppliers have indirectly impacted shared components in the , prompting further diversification efforts.

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