International Journal of Science and Research (IJSR)
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Research Paper | Management | India | Volume 10 Issue 1, January 2021

Xiaomi: The Coryphaeus Who Sang the Ultimate Underrated Song of Bliss From Lean to fat Boy Into the Indian Smartphone Industry: The Success Story of Xiaomi Corporation in the Indian Subcontinent

Debendra Prasad Kundu

Abstract: It is always a bona fide point that a person with a healthy corpus and a progressive soul always targets a healthy ton of food batches and he always tends to justify his calorie consciousness. Likewise, Xiaomi the brainchild of master entrepreneur lei Jun came to the fore with the same perspective of capturing the absolute market share by flooding less with the sheer bulk of products. They rather at their initial stage of potency targeted specific markets with a specific amount of products obviously at regular intervals. These all plannings successfully brought Xiaomi to the esteemed forefront where it enjoyed more demand than the regular supply. MI thus brought a huge wave into the global smartphone industry with their class-leading android based handsets at a cheaper price and within 10 years starting from 2010 since its advent, this very brand has categorically transformed itself as a World brand and has successfully differentiated and positioned its products against the other fat boys of the market. This fat boy within its 6 years of business in the Indian market has disrupted and transformed the Indian smartphone industry and the market altogether. Obviously, for any organization, the key element contributing to its very success is always its marketing strategy, but also effective execution and the rightest evaluation are as important as the strategies formulated. My research paper is all about valuing such marketing objectives of Xiaomi, its Goals, and perspectives and focusing on the various unique strategies taken by the Indian wing of the company which helped this local fat boy penetrate the Indian smartphone monotony and thus distorting it, giving it a completely new vision and a new path indeed. We here will also be minutely focusing on the ways and the plans adopted by Xiaomi India, which fostered it and gradually helped it attain a competitive position over its immediate contenders.

Keywords: Bona fide, healthy corpus, brainchild, fat boy, localized, effective, execution, evaluation, penetrate, fostered

Edition: Volume 10 Issue 1, January 2021,

Pages: 90 - 94

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