Skip to content
Subscriber Only
Katie Benner

Xiaomi's Passage to India

Can one of China's most promising mobile companies conquer other markets?
Will these mascots travel?

Will these mascots travel?

Photographer: Brent Lewin/Bloomberg

When I started hearing stories about Xiaomi a few years ago, it seemed like China was ready to produce its first big global brand. The electronics company had built an Apple-like cult following in the country and had managed to stand out in a market already overcrowded with cheap mobile phones.

Xiaomi started out making nice, low-cost devices that consumers loved, and now it makes ultra-low-cost (and fairly attractive) fitness trackers, cameras and connected home gadgets that compete with products from Jawbone, GoPro and Samsung. Venture investors have poured money into Xiaomi, valuing it at $45 billion. That’s more than Uber and more than the market caps of companies like Delta Airlines and