Xiaomi India Engages on ‘direct-to-retail distribution model’ with Just Buy Live and Innocomm

Xiaomi India is partnering with Just Buy Live and Innocomm to expand its offline distribution network, increasing its presence to more than 5000 offline outlets.

Just Buy Live is one of the early E-distributors, enabling retailers, shopkeepers and big corporates to purchase directly from their platform via an e-commerce model. This unique model of e-distribution enables the company to cut out several distributors in between. Innocomm is the subsidiary distributor arm for Foxconn and they focus entirely on a direct-to-retail model for distribution. This means that the company sells directly to retailers via a single distributor, cutting several layers of distributors in between.

With these partnerships, Mi India’s presence will be expanded across major large format retailers including Sangeetha, Big C, LOT Mobiles, Poorvika and several mom and pop stores.

Commenting on the expansion, Manu Kumar Jain, India Head – Xiaomi, says: “We are primarily an e-commerce company and we have brought our learning from the online model to our offline model. We have chosen Just Buy Live and Innocomm because of their unique models that distribute directly to retailers. I believe that this strategic alliance will strengthen Mi India’s presence across India. As we expand to more than 5000 offline outlets, it allows more people to experience our products and purchase them easily.”

All its smartphones – Redmi 2, Redmi 2 Prime, Redmi Note Prime, Redmi Note 3, Mi 5 are currently available across all major Tier 2 cities in India. Mi Max will also be available in stores from 13 July onwards. The prices of all devices will be similar to the online pricing.

Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that high-quality technology doesn’t need to cost a fortune.

With more than 70 million handsets sold in 2015, and products launched in Taiwan, Hong Kong, Singapore, Malaysia, Philippines, India, Indonesia and Brazil, Xiaomi is expanding its footprint across the world to become a global brand.