Xiaomi may well be looking at killing its newly created sub-brand Poco, say analysts, with one of the top executives responsible for its development quitting amid the Chinese handset maker’s renewed push on the mid-to-premium price segment through newly created sub-brand Redmi. This price segment was previously catered through the Poco sub-brand.

Speaking to ET, Xiaomi’s India head and the international vice president was non-committal on Poco’s future.

“We will not be able to answer it (question) right now. Whether the products are coming in brands or series…off course, we are working on something but what are those products and when will they come, we will not be able to share those details.”


Poco’s head of product Jai Mani has left Xiaomi. While he did not make an official announcement about him quitting, his Twitter bio reads ex-Product Manager of Poco phone and Xiaomi India. He was brought on-board as the lead product manager for Xiaomi India by former Xiaomi VP Hugo Barra back in 2014.

Prabhu Ram, head of intelligence group at Cybermedia Research said that Jai Mani’s exit and launch of the Redmi K20 Pro gave some clues to the development. “However, it just reflects the challenges facing Mi in going up the price ladder and getting people to accept it as a “premium” brand, and not just as a mass one,” he added.

Source: Economic Times

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