Xiaomi India: From Underdog to #1 Smartphone Brand

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Xiaomi Global VP Hugo Barra is about to enter a 2016 mid-year review to determine the optimal growth strategy for India. As a relatively young start-up, Xiaomi entered India as an online-only brand selling affordably-priced smartphones. Xiaomi did not have the budget to compete with larger rivals who advertised heavily through billboards, television commercials, newspaper advertisements, and celebrity endorsements. Instead, the company relied on the creativity of its digital campaigns to generate organic word-of-mouth marketing on social media platforms. Combined with disruptively low prices for high-quality consumer electronics, the company had been able to attract a young, tech-savvy fan following over the past two years, since it entered the Indian market in 2014.

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