Offline retailers write to Xiaomi, protest against online bias for Redmi Note 10

Offline smartphone retailers have written to Xiaomi India president Manu Kumar Jain, protesting against the brand’s strategy of exclusively selling its latest Redmi Note 10 in the online channel for over 15 days.

India’s top smartphone brand, however, has denied the claim, saying that the Redmi Note 10 series has crossed Rs 500 crore worth of sales within 15 days of launch “across all platforms,” it said in a statement on Wednesday.

“We have always strived to maintain a 50:50 product distribution ratio between offline and online channels, thereby giving equal importance to all platforms. The Redmi Note 10 series smartphones are currently being sold across Mi studios, Mi stores and Mi preferred partners,” a Xiaomi spokesperson said.

Xiaomi has close to 3000 exclusive Mi stores, 75 Mi Homes and 10,000 retail points in its offline network. Retailers said that only the company-owned company-operated (COCO) 75 Mi Homes have received the smartphone in the offline channel so far.

Xiaomi has started billing the smartphone to the rest 10,000 third-party preferred sellers only from Wednesday, and that too with a price difference of Rs 500-1,000, the offline retailers said.

“It is a matter of great concern that your Preferred Partners have to wait for 7-15 days after the launch to cater to their customers, who are forcefully getting diverted to online channels, adversely affecting the retail channel,” Arvinder Khurana, president of All India Mobile Retailers Association (AIMRA) said in a letter to Jain dated March 26.

“We request you to stop such Flash Sales and acts, which lead to killing of the local domestic retail trade in India, and extend support to mainline retailers who believed in Xiaomi and gave main header boards, interior space, and are still selling Mi10 series & EOL (end of life) 9 Series in the market for your benefit,” he said.

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Xiaomi said it is ramping up manufacturing facilities in India and is “hopeful of improving product accessibility further by making these products available across stores and platforms.



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