Xiaomi’s VP Manu Jain has finally spoken on its sub-brand Poco. In his latest Twitter post, Jain has stated that Poco brand will exist but it won’t be a part of Xiaomi anymore. Poco will be a different brand that won’t have any association with Xiaomi in the coming days. In 2018, Xiaomi introduced Poco as a sub-brand, and the first phone Poco F1 was a phenomenal success.
At the onset of 2020, the company has announced that Poco will be operated as an independent vertical moving forward, outside of the Xiaomi brand. Separately, Xiaomi has also unveiled a new Redmi India profile photo for Twitter, saying ‘Redmi by Xiaomi’ Using the #Redmi2020, the company hints that Xiaomi may be looking to make the Redmi brand-independent in India as well, after making it an independent brand in China last year.
Talking about the Poco announcement, Jain has tweeted that it will now operate as an independent brand. The company will probably announce the matter soon. The company feels that Poco is capable of operating on its own, as it has grown its own identity in a short span, thanks to the success of Poco F1 — Jain says. The Poco F1 was priced aggressively but offered flagship-level specifications and performance. The successor should keep up with the momentum, and offer an even more powerful package at an attractive price point.
Excited to share: #POCO will now be an independent brand!
What started as a sub-brand within Xiaomi, has grown into its own identity. POCO F1 was an incredibly popular phone. We feel the time is right to let POCO operate on its own.
Join me in wishing @IndiaPOCO all the best.
— Manu Kumar Jain (@manukumarjain) January 17, 2020
Xiaomi India also revealed in a press statement, that with the restructuring, the Poco brand will run independently of Xiaomi, with “its team and go to market strategy.” Jain in the statement added, “What started as a sub-brand in Poco has grown into its own identity in a short time. Poco F1 is an extremely popular phone across user groups and remains a top contender in its category even in 2020. We guess it is the right time to let Poco operate on its own now, which is why we’re excited to announce that Poco will spin-off as an independent brand. While the official Twitter page for Poco India hasn’t said anything yet, it seems that Poco will operate similarly to Oppo’s Realme.
Redmi India changed its profile photo on twitter, separately. The photo has a plain white background, with the ‘Redmi by Xiaomi’ logo placed in the centre.
The logo is minimalistic, and the tweet comes with the #Redmi 2020 indicating at big plans for the Redmi sub-brand this year. Jain had said that the company looks to launch fewer phones with high impact in the Redmi category. It could also be possible that the company announces Redmi as an independent brand, something that has already been announced in China last year. This year, the same strategy may be applied in the Indian market as well. Of course, this is pure speculation and there’s no confirmation from Xiaomi’s end as of yet.