What Xiaomi Indonesia does

Xiaomi Indonesia is the official Indonesian operating entity of Hong Kong–listed Xiaomi Corporation (HKEX: 1810.HK), acting as the local sales, distribution, service, and after-sales channel for Xiaomi's consumer technology portfolio. It operates through PT Xiaomi Technology Indonesia and PT Xiaomi Retail Indonesia, with an officially registered presence tied to the assembly and VIP service operations at PT SAT NUSAPERSADA TBK in Batam. The business is direct-to-consumer across a multi-channel footprint: own e-commerce at mi.co.id, the Mi Store app with a Mi Points loyalty program, physical Xiaomi Stores, authorized third-party resellers, e-commerce platforms, and a service-center network that also delivers free installation for large appliances such as TVs, air conditioners, refrigerators, and washing machines.

The product portfolio spans smartphones under the Xiaomi, Redmi, and POCO sub-brands; tablets (Xiaomi Pad, Redmi Pad, POCO Pad); wearables including Xiaomi Watch, Redmi Watch, and Smart Band lines; TWS earbuds; smart home devices (smart TVs, security cameras, robot vacuums, air purifiers, kitchen appliances); lifestyle products such as electric scooters and luggage; and personal care devices including electric shavers, trimmers, and hair dryers. Flagship smartphones are differentiated by the global Xiaomi x Leica imaging cooperation (Leica Summilux optics, 5x telephoto) and run on the proprietary Xiaomi HyperOS operating system with the HyperAI feature layer, providing a software-and-AI thread that connects the device categories into one ecosystem.

Xiaomi Indonesia earns revenue almost entirely from hardware sales across these categories, complemented by app-driven loyalty benefits and bundled third-party perks (Spotify Premium, Dragonpass airport lounge access, Grab vouchers, Google AI Pro trials) attached to premium device purchases. Its customer base is Indonesian individual consumers seeking feature-rich technology at accessible price points, with product positioning spanning flagship premium (Xiaomi 17 series, 15 Ultra) through mid-range (Redmi Note series) to entry-level (Redmi A/C series). Pricing is managed via the Mi Store app and mi.co.id rather than public list prices, with Mi Points serving as the loyalty currency. No entity-level revenue, headcount, or financial disclosures are available in the source data, so any revenue estimate is directional.

Name

Xiaomi Indonesia

Legal name

PT Xiaomi Technology Indonesia

Website

https://mi.co.id

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Xiaomi Indonesia is the Indonesian distribution and service arm of Xiaomi Corporation, selling and supporting Xiaomi, Redmi, and POCO smartphones, wearables, tablets, smart home, lifestyle, and personal care products across mi.co.id, the Mi Store app, physical stores, and authorized resellers.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362), Electronics and Appliance Retailers (4492), Other Electronic Parts and Equipment Merchant Wholesalers (423690)

SIC

Wholesale-Electronic Parts & Equipment, Nec (5065), Household Audio & Video Equipment (3651), Electric Housewares & Fans (3634)

akta.pro primary industry

Mobile Devices & Accessories Distribution (CRAOACAE)

akta.pro secondary industries

Wearables & Personal Electronics Distribution (CRAOACAI), Consumer Electronics (Audio/Video/TV) Distribution (CRAOACAC), Personal Care Electronics (Grooming, Health Tech) Distribution (CRAOACAJ), Small / Portable Appliances Distribution (CRAOACAB)

Keywords

• Consumer electronics
• Smartphones and tablets
• Smart home devices
• Wearable technology
• Personal care electronics

Headquarters

HQ city

Dki Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Smartphone Sales: Sales of Xiaomi, Redmi, and POCO branded smartphones across multiple price segments from flagship to budget devices
2. Wearable Devices: Sales of smartwatches, fitness bands, and wireless earbuds including Xiaomi Watch, Redmi Watch, and Buds product lines
3. Smart Home Products: Sales of smart TVs, robot vacuums, air purifiers, security cameras, air fryers, rice cookers, and other connected home appliances
4. Lifestyle and Personal Care: Sales of personal care devices including electric shavers, trimmers, hair dryers, and lifestyle products like electric scooters and luggage
5. Accessories: Sales of power banks, chargers, cables, cases, screen protectors, and other phone accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Xiaomi Indonesia distributes and sells Xiaomi-branded consumer electronics to Indonesian consumers, including smartphones (Xiaomi, Redmi, POCO series), tablets, smartwatches, fitness bands, TWS earbuds, smart TVs, robot vacuums, security cameras, air purifiers, kitchen appliances, electric scooters, and personal care devices. The ecosystem is unified through Xiaomi HyperOS and HyperAI software platforms, with premium devices co-developed under a strategic imaging partnership with Leica.

Product overview

Xiaomi Indonesia operates as a multi-category technology company offering smartphones (Xiaomi Series, Redmi Series, POCO Series), tablets (Xiaomi Pad, Redmi Pad, POCO Pad), smart wearables (smart watches, fitness bands), audio products (TWS earbuds), smart home devices (TVs, security cameras, robot vacuums, air purifiers, kitchen appliances), lifestyle products (luggage, sunglasses, electric scooters), and personal care products (hair dryers, electric shavers, trimmers). The ecosystem is unified through Xiaomi HyperOS software platform and Xiaomi HyperAI artificial intelligence capabilities, with smartphones featuring Leica optics as part of the Xiaomi × Leica Global Imaging strategic cooperation. Products span from flagship premium devices like Xiaomi 17 Ultra and Xiaomi 15 Ultra to budget-friendly Redmi devices, supported by extensive accessories including power banks, chargers, and smart home sensors. VIP service programs offer extended warranties and exclusive benefits for premium smartphone purchasers.

Differentiator

Problem solved

Functional benefit

Brands

• Xiaomi Series: Premium flagship smartphone series featuring high-end specifications, Leica camera technology, and advanced features.
• REDMI Series
• POCO Series
• Mi

Products and services

• Xiaomi 17T smartphone Flagship smartphone featuring Leica Summilux optical lens with 5x telephoto capability, part of the Xiaomi-Leica Global Imaging strategic cooperation, targeted at consumers seeking premium mobile photography.
• Xiaomi 17 Ultra smartphone Premium flagship smartphone with ultra-smooth design and Leica optics for exceptional night photography capabilities, positioned for high-end consumers.
• Xiaomi 17 smartphone Flagship smartphone with Leica Summilux optical lens for professional-grade photography.
• Xiaomi 15 Ultra smartphone Ultra-premium flagship smartphone with advanced camera system and dedicated Photography Kit accessory for professional mobile imaging.
• Xiaomi 15 smartphone Flagship smartphone in the Xiaomi 15 series with premium features.
• Xiaomi 14T Pro smartphone T-series flagship smartphone with enhanced camera and processing capabilities.
• Xiaomi 14T smartphone T-series flagship smartphone with professional-grade camera system.
• Xiaomi 14 smartphone Flagship smartphone with Leica optics and advanced computational photography.
• Redmi Note 14 series smartphones Mid-range Redmi Note series offering 5G-enabled smartphones with high-resolution camera systems and competitive specifications for value-focused consumers.
• Redmi A/C entry-level smartphones Entry-level Redmi smartphones including Redmi A5, Redmi A3, Redmi 14C, Redmi 13C, and Redmi 13 that deliver essential smartphone functionality at budget price points.
• Xiaomi Pad series tablets Android tablets including Xiaomi Pad 7 Pro, Xiaomi Pad 7, Xiaomi Pad 6S Pro, and Xiaomi Pad 6, delivering PC-level experience with stylus and touchpad keyboard support for mobile productivity and entertainment.
• Redmi Pad series tablets Redmi-branded tablets including Redmi Pad Pro, Redmi Pad SE, and Redmi Pad SE 8.7-inch, offering affordable Android tablet options for everyday entertainment and tasks.
• POCO Pad tablet POCO-branded tablet targeting gaming and multimedia consumers.
• Xiaomi Watch S5 46mm smartwatch Smartwatch with stylish design and customizable watch faces for personal expression.
• Xiaomi Watch series (S4, S3, 2 Pro, 2) Premium smartwatch lineup with interchangeable bezels, comprehensive health tracking, and smart features for active and style-conscious consumers.
• Redmi Watch series (Watch 5, Active, Lite, Watch 4) Affordable Redmi smartwatches with essential health, activity, and lifestyle features.
• Xiaomi Smart Band 10 Pro Fitness band with advanced health monitoring features in a compact band form factor.
• Xiaomi Smart Band 9 series Compact fitness bands including Smart Band 9 Pro, Smart Band 9, Smart Band 9 Active, Smart Band 8 Active, and Smart Band 8 Pendant with health and activity tracking.
• Xiaomi Buds 6 TWS earphones True wireless stereo earbuds delivering pure sound quality with comfortable ergonomic design.
• Xiaomi Buds 5 series and OpenWear Stereo Premium true wireless earbuds including Buds 5 Pro, Buds 5, and OpenWear Stereo with advanced audio features and open-ear design.
• Redmi Buds series TWS earphones Redmi true wireless earbuds including Redmi Buds 6 Pro, Redmi Buds 6, Redmi Buds 6 Lite, Redmi Buds 6 Active, Redmi Buds 6 Play, Redmi Buds 5 Pro, Redmi Buds 5, and Redmi Buds 4, offering affordable audio options across use cases.
• Xiaomi Smart Camera C500 Pro / C400 Indoor smart security cameras with advanced AI detection and home monitoring capabilities.
• Xiaomi Outdoor Cameras (BW500, CW700S) Outdoor security cameras with weather-resistant design and enhanced night vision for property monitoring.
• Xiaomi Robot Vacuum X20+ / S20 / E5 Self-emptying and smart-mapping robot vacuum cleaners spanning premium to entry-level price tiers for automated home cleaning.
• Xiaomi Truclean W20 / Vacuum G20 / Dust Mite Vacuum Pro Wet/dry stick and specialized vacuums including the Truclean W20, Vacuum G20, and Dust Mite Vacuum Pro for comprehensive home cleaning.
• Xiaomi Smart Air Purifier Elite / 4 Smart air purifiers with HEPA filtration for large rooms and everyday home use.
• Xiaomi Smart Dehumidifier Lite Smart dehumidifier for controlling room humidity levels in Indonesian homes.
• Xiaomi Smart Display Max 100" 2025 100-inch smart TV display for large home theater experience.
• Xiaomi TV S Mini LED series (75", 65", 55") 2025 75/65/55-inch Mini LED smart TVs with enhanced contrast and brightness in the premium TV S series.
• Xiaomi TV A Pro series 2025 Pro variants of Xiaomi TV A series including 65-inch, 55-inch, and 43-inch models with smart features.
• Xiaomi TV A series (55", 43" FHD, 32") Standard smart TV lineup in 55-inch, 43-inch Full HD, and compact 32-inch sizes for everyday home entertainment.
• Xiaomi Air Fryer Essential 6L / Smart Air Fryer 5.5L / Smart Air Fryer 4.5L Smart air fryers ranging from 4.5L to 6L with app connectivity and digital controls for healthy cooking.
• Xiaomi Microwave Oven Microwave oven for kitchen cooking needs.
• Xiaomi Smart Multifunctional Rice Cooker Smart rice cooker with multiple cooking functions and Mi Home app control.
• Xiaomi Multifunctional / Insulated Kettle Electric kettles with multiple temperature settings, including 1.8L insulated variant.
• Xiaomi Induction Cooker Lite Lightweight induction cooker for modern kitchens.
• Xiaomi Electric Scooter 4 Lite (2nd Gen) Lightweight electric scooter for urban mobility.
• Xiaomi Luggage Classic Pro 20" 20-inch hard-shell luggage for travel.
• Xiaomi Smart Pet Food Feeder 2 Smart pet feeder with scheduled feeding and app control.
• Xiaomi Compact Hair Dryer H101 Compact foldable hair dryer with 20,000 RPM motor, 15m/s airflow, 50 million negative ions, dual temperature modes, overheat protection, and 1.7m power cord.
• Xiaomi Electric Shaver S101 Electric shaver with 18-blade dual-track design, 3 independent floating heads, IPX7 waterproof rating, 60-day battery life, and smart speed control.
• Xiaomi UniBlade Trimmer Versatile trimmer with three-way blade, 14 length settings, 40-degree floating head, wireless magnetic charging, 60-minute runtime, IPX7 waterproof rating.
• Xiaomi Hair Clipper 2 and Electric Shaver S200 Electric hair clippers and entry-level shavers for home grooming.
• Xiaomi Handheld Garment Steamer / Steam Iron Portable garment steamer and handheld steam iron for clothing care.
• Xiaomi Lint Remover and Nose Hair Trimmer Electric lint remover for fabric care and compact trimmer for nose and ear hair.
• Xiaomi Router AX1500 Wi-Fi 6 router for high-speed home networking.
• Xiaomi Mesh System AC1200 Mesh Wi-Fi system for whole-home coverage.
• Xiaomi WiFi Range Extender N300 Wi-Fi range extender for extending wireless coverage.
• Xiaomi Gaming Monitor G24i 24-inch gaming monitor for immersive PC gaming.
• Xiaomi 2K Gaming Monitor G27Qi 27-inch 2K resolution gaming monitor.
• Xiaomi Curved Gaming Monitor G34WQi 34-inch curved ultrawide gaming monitor.
• Xiaomi Mini LED Gaming Monitor G Pro 27i 27-inch Mini LED gaming monitor with premium display technology.
• Xiaomi Power Banks (10000mAh 22.5W, Ultra Slim 5000mAh, 165W) Portable power banks with capacities from 5,000mAh to 10,000mAh and outputs up to 165W, including integrated cable and magnetic variants.
• Xiaomi Wireless Charging Stands (80W, 50W Pro) 80W and 50W Pro wireless charging stands for fast wireless charging of compatible smartphones.
• Xiaomi 15W Wireless Charger Ultra-slim 15W wireless charger (6mm thin, 98g).
• Xiaomi HyperCharge Combos (67W, 120W, 33W) Fast-charging adapters and cables at 33W, 67W, and 120W power levels with Type-A connectors.
• Xiaomi Magnetic Power Bank 5000mAh Magnetic wireless power bank for compatible smartphones.
• Xiaomi 15 Ultra Photography Kit Legend Edition Professional photography accessory kit (camera grip, filters, shutter) designed for Xiaomi 15 Ultra smartphones.
• Xiaomi LCD Writing Tablet 13.5" Color Edition Color edition LCD writing tablet for digital notes and drawing.
• Xiaomi Wireless Mouse Comfort Edition Ergonomic wireless mouse designed for comfortable all-day use.
• Xiaomi Dual-mode Wireless Mouse 2 Dual-mode wireless mouse supporting multiple devices via 2.4GHz and Bluetooth.
• Xiaomi Wireless Mouse Lite 2 Lightweight wireless mouse for everyday use.
• Xiaomi Gaming Mouse Lite Lightweight gaming mouse for PC gaming.
• Mi Temperature and Humidity Monitor 3 Smart sensor for monitoring room temperature and humidity in the home.
• Xiaomi Insulated Water Bottle Vacuum insulated water bottle for keeping beverages hot or cold.
• Xiaomi Sport / Polarized / Square Sunglasses Sports, nylon polarized, fit-over, and square-frame polarized sunglasses for outdoor and lifestyle use.
• Xiaomi HyperOS 3 Proprietary Android-based operating system delivering seamless smart device connectivity and unified user experience across the Xiaomi ecosystem of smartphones, tablets, wearables, and IoT products.
• Xiaomi HyperAI Platform Xiaomi's artificial intelligence platform integrated into devices to enhance daily productivity and device performance through generative AI features.

Quantifiable outcome

• Xiaomi 17 Ultra enables effortless capture of stunning night photography
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature9 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• LeicaflagshipStrategic or Co-development Partner · 27 March 2026Global strategic imaging cooperation between Xiaomi and Leica for professional-grade smartphone cameras. Features Leica Summilux optical lenses and advanced imaging technology in flagship devices including Xiaomi 17 series, Xiaomi 15T series, and other premium smartphones. The partnership enables superior photography capabilities including telephoto lenses and night photography features.
• SpotifycoreGTM or Marketing PartnerSpotify Premium bundled offering for Xiaomi 15T, Xiaomi 15T Pro, Xiaomi 15, and Xiaomi 15 Ultra customers. Qualifying customers receive 4 months of free Spotify Premium (Individual plan). Redemption period runs from product activation plus 1 day through August 8, 2026. Limited to new Spotify Premium users only.
• DragonpasscoreGTM or Marketing PartnerAirport VIP Lounge access partnership for Xiaomi 15 series VIP customers. One-time access to Dragonpass airport lounges worldwide. Available for Xiaomi 15/Xiaomi 15 Ultra purchases between March 13, 2025 and April 13, 2025. Lounge access code valid until September 13, 2025.
• Grab/GrabGiftscoreGTM or Marketing PartnerDigital voucher partnership providing GrabGifts vouchers for Xiaomi 15 series customers. Xiaomi 15/Xiaomi 15 Ultra customers receive Rp80,000 vouchers (limited to first 6,000 users), while Xiaomi 15T/Xiaomi 15T Pro customers receive Rp100,000 vouchers (limited to first 5,500 users). Vouchers redeemable for Grab rides, food delivery, Mart, or Express services. Valid until September 13, 2025.
• Google AI ProcoreGTM or Marketing PartnerGoogle AI Pro trial partnership for Xiaomi 15T and Xiaomi 15T Pro customers. Provides 3 months of free Google AI Pro trial. Must be redeemed by March 31, 2026. Available through Gemini or Google One app.
• PT SAT NUSAPERSADA TBKcoreOthersIndonesian manufacturing facility at Jalan Pelita VI No. 99, Kota Batam, where Xiaomi products are assembled and from which warranty services are coordinated for the VIP premium service programs.

Recent moves6 records

Expansion highlights6 records

Direct peers

• vivo Indonesia: vivo Mobile Indonesia is a direct competitor under the same BBK Electronics parent as OPPO, competing fiercely in mid-range and budget smartphones with comparable omni-channel retail and ecosystem accessories (TWS, smartwatches).
• realme Indonesia: realme Indonesia is a leading value-tier smartphone competitor known for youth-focused marketing and aggressive price-performance positioning, directly challenging Xiaomi's Redmi and POCO sub-brands in the Indonesian market.
• OPPO Indonesia: OPPO is one of Xiaomi's top direct competitors in Indonesian smartphones, particularly in the mid-range segment through Reno and A series, with strong distribution via authorized retailers and aggressive marketing — making it the most direct like-for-like peer.
• Samsung Electronics Indonesia: Samsung is the Indonesian smartphone and consumer electronics market leader, competing head-to-head with Xiaomi across smartphones, tablets, wearables, and TVs. It offers a comparable multi-tier portfolio (Galaxy A, S, Z series) and operates omni-channel retail in Indonesia.
• TECNO Mobile Indonesia: TECNO, another Transsion Holdings brand alongside Infinix and itel, competes with Xiaomi in entry-level and mid-range smartphones across Indonesia with comparable pricing and online/offline distribution tactics.
• Infinix Indonesia: Infinix Mobile Indonesia, part of Transsion Holdings, is a direct budget smartphone competitor targeting young, price-sensitive consumers with comparable value-tier positioning to Xiaomi's Redmi A-series and POCO brands.

Emerging players

• Honor Indonesia: Honor Indonesia is an emerging competitor in mid-range smartphones with growing market share, competing directly with Xiaomi's Redmi and Honor's own ecosystem accessories (Earbuds, smartwatches) for similar value-conscious buyers.
• ASUS Indonesia: ASUS Indonesia competes with Xiaomi in smartphones (Zenfone, ROG Phone) and tablets/laptops, with stronger gaming-segment positioning. Its narrower product focus and ROG gaming brand make it an emerging player rather than full multi-category competitor.
• Lenovo Indonesia: Lenovo Indonesia competes with Xiaomi in tablets (Lenovo Tab vs. Xiaomi Pad/Redmi Pad) and has Motorola-branded smartphones, with overlap in the computing device and value-tier phone segments — relevant peer for ecosystem product expansion.

Broad incumbents

• Apple Indonesia (iBox): Apple's premium-tier presence in Indonesia, distributed via authorized resellers like iBox, competes directly with Xiaomi's flagship Leica-equipped devices for premium smartphone share, though Apple's product range is narrower and focused on higher ASPs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xiaomi Indonesia