Xiaomi Redmi - whose brand is it? - Discuss owners, history and features

The question, “Whose brand is Xiaomi Redmi?” is often asked by users who are faced with the diversity of Xiaomi’s smartphone lines. Redmi may seem like a separate company, but it’s more complex than that. It’s part of the Xiaomi ecosystem, but it has a unique history, a unique audience, and even a unique strategy.

Many people mistakenly believe that Redmi is owned by another manufacturer or is the result of cooperation with third parties, but since 2019, Redmi has officially been positioned as an independent sub-brand within the Xiaomi Group, although it remains legally a subsidiary of the Xiaomi Group. This allows the company to flexibly maneuver in the market, offering devices with the optimal price-quality ratio, without blurring the image of premium Xiaomi and Xiaomi brands. POCO.

In this article, we will discuss in detail who owns Redmi, how it came to be, how it differs from other Xiaomi brands, and why its smartphones are so popular in Russia and the world, as well as the key figures behind the development of the brand, and how the company’s structure affects pricing policy and range.

Who owns the Redmi brand: the structure of Xiaomi Group

Xiaomi Redmi is not a separate company, but a sub-brand, fully controlled by Xiaomi Corporation. However, since 2019, it has operated as a semi-independent unit with its own development team, marketing strategy and product line, which has allowed Xiaomi to segment the market more clearly:

• 📱 Xiaomi – flagship and premium devices (series Xiaomi) 13/14, MIX).
• 💰 Redmi - budget and mid-budget smartphones (Series Note, Number).
• ⚡ POCO — Devices for enthusiasts with a focus on productivity.

Legally, Redmi is not a separate company – it is a trademark registered with Xiaomi Inc. However, in 2019, Lei Jun (founder and founder of the company) CEO Xiaomi announced a "reorganization" in which Redmi received its own leadership and a more autonomous position:

• 🎯 More flexible response to budgetary demands.
• 📈 Logistics and production simplifications (part of the Redmi models are assembled in factories other than the flagships of Xiaomi).
• 💡 Creating a unique branding different from the parent company.

It’s important to understand that Redmi is not a franchise or a partnership project, and all development, design and sales decisions are made within the Xiaomi Group, but with the specifics of the target audience in mind. For example, Redmi Note 12 smartphones are designed by the same team of engineers as the Xiaomi 13 Pro, but with a focus on cost optimization.

Brand history: how Redmi separated from Xiaomi

The first smartphone, called Redmi (Hongmi in China), was introduced in July 2013, and it was not a separate brand, but a series of budget devices within the Xiaomi line. The Redmi 1 model was revolutionary for its time: at a price of about $130 it offered characteristics comparable to devices 2-3 times more expensive.

Key milestones in the development of Redmi:

In January 2019, Xiaomi announced a reorganization: Redmi became an independent brand within the group.

• 📉 Falling sales in China due to market saturation.
• 🌍 Expansion into global markets (India, Europe, Latin America) where Redmi was more recognizable than the mainstream brand.
• 💸 The need to differentiate between budget and premium devices for investors.

Interestingly, despite its independence, the Redmi logo still contains the words “by Xiaomi” on boxes and in promotional materials, which emphasizes belonging to the ecosystem, but also signals customers to a more affordable price category.

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If you see a smartphone with the Redmi logo without mentioning Xiaomi, it’s not a fake — since 2021, the company has been gradually removing the parent brand from packaging to make it easier to perceive.

Key figures: who is behind the development of Redmi

Although Redmi is part of Xiaomi Group, it is a strategic development that is led by individuals, including Lu Weibing, who has been the brand’s president since 2019, and previously worked at Gionee and Meizu, where he was responsible for marketing and sales.

The Redmi team includes:

• 👨‍💼 Lei Jun, founder of Xiaomi, oversees overall strategy (including Redmi).
• 📊 Lu Weibin, President of Redmi, is responsible for Products and Marketing.
• 🛠️ Zhang Fan, Vice President of Research and Development (R&D).
• 🌐 Manish Tiwari – Head of Redmi India (key market for the brand).

Lu Weibing is known for his aggressive approach to pricing, for example, in 2020 he publicly stated that Redmi would "destroy competitors" in the up-to-market segment. $200, offering smartphones with the characteristics of previous flagships.This strategy has led to Redmi's share of the Indian market exceeding 30% (according to Counterpoint Research, 2023).

Interestingly, despite its Chinese roots, many of Redmi’s design and functionality decisions are tailored to global trends. For example, the Note series is designed with a focus on European and Indian preferences (large screens, long life support updates), while models for China often receive unique chips (for example, Dual support). 5G redmi K50).

How Redmi is Different from Other Xiaomi Brands

The main difference between Redmi and Xiaomi POCO — It's positioning and target audience:

• 💎 Xiaomi – premium devices with advanced technologies (for example, Xiaomi 14 Ultra with Leica optics).
• 💰 Redmi – mass smartphones with an optimal balance of price and characteristics (for example, Redmi Note 13 Pro)+ 200MP camera behind ~$300).
• ⚡ POCO — devices for enthusiasts with a focus on performance (e.g, POCO F5 with Snapdragon 7 chipset+ Gen 2).

Key differences in practice:

It is important to note that Redmi often acts as a “donor” of technology to other Xiaomi brands, such as the Dimensity 1080 chipset first appeared in the Redmi Note 12 Pro.+, and then used in POCO X5 Pro. This allows the company to test innovations in the mass market before introducing them into flagships.

⚠️ Note: Some Redmi models (e.g. Redmi) K60) In terms of characteristics are not inferior to the flagships Xiaomi two years ago, but are 2-3 times cheaper. This is due to the optimization of production costs (for example, using a plastic case instead of metal).

Where and how Redmi smartphones are made

Redmi is a global brand and its smartphones are manufactured in factories in several countries.

• 🇨🇳 China - most flagship models (Redmi K-series) and prototypes.
• 🇮🇳 India – the main hub for mass models (Redmi Note, Redmi A-series).
• 🇮🇩 Indonesia – Assembly for Southeast Asian Markets.
• 🇧🇷 Brazil – Local production for Latin America.

Xiaomi is actively developing local production in India not only to reduce costs, but also to bypass import duties, for example, the plant in Andhra Pradesh assembles up to 3 million Redmi smartphones per month, and 99% of components for them come from China.

Redmi’s production process includes several stages:

1. Designing – carried out in Beijing (headquarters of Xiaomi).
2. Purchase of components – chipsets (Qualcomm, MediaTek), displays (Samsung Display, BOE), cameras (Sony, Samsung) ISOCELL).
3. Assembly – in partner factories (for example, Foxconn in India or Hipad in China).
4. Quality control – testing every 10th device for defects.
5. Logistics – distribution by regional warehouses (e.g. Dubai for the Middle East).

Important: Despite the decentralized production, all Redmi devices pass the same Xiaomi quality control standard, for example, screens are tested for resistance to drops from a height of 1 meter, and batteries are tested for 1000 charging cycles.

Check out the IMEI at mi.com/verify

Make sure there is a hologram with a logo on the box

Compare the serial number in the settings (Settings) → About the phone) with a sticker on the box

Check for the presence of firmware MIUI (Fakes often use custom assemblies)-->

Why Redmi is so popular in Russia and the world

Redmi’s success in global markets, including Russia, is driven by several factors:

1. Price policy: Redmi smartphones are 20-30% cheaper than counterparts from Samsung or Huawei with similar characteristics. AMOLED-The screen and Snapdragon 4 Gen 1 are ~25 000 ₽, While similar to the Samsung Galaxy A34 — ~35 000 ₽.
2. Long-term support: The Note series receives 3 major Android updates and 4 years of security (e.g., Redmi Note 11 has upgraded to Android 13).
3. Localization: firmware MIUI adapted for the Russian market (support for Yandex services, SberBank Online, World).
4. Ecosystem: Compatibility with other Xiaomi devices (headphones, smart watches, routers).

In Russia, Redmi holds a leading position in sales in the segment up to 30 000 ₽ (2023 M.Video-Eldorado data. Popular models:

• 📱 Redmi Note 12 – the best choice in terms of price / quality.
• 🎮 Redmi K60 — Top-end productivity for reasonable money.
• 💰 Redmi A2 — The most budget smartphone (from 9 990) ₽).

There are, however, downsides:

• ❌ Frequent advertising inserts in MIUI (can be turned off in the settings).
• ❌ Plastic enclosures in budget models (e.g. Redmi) 10A).
• ❌ There is no official support for Google Pay in some regions (resolved by installing Google Wallet).

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Redmi Note 12 is the best-selling smartphone in Russia in 2023 due to the balance of price (~25 000 ₽), AMOLED-screen-and-support 5G.

Redmi’s Future: What to Expect in 2026-2026

According to Xiaomi’s internal documents (leaked from Xiaomiui, 2023), Redmi’s plans for the coming years include:

• 🔋 Transition to 67W fast charging in all Note models (currently only in Pro versions).
• 📸 Camera Improvement: Collaborating with Leica for Budget Models (Already Tested at Redmi) K70 Pro).
• 🛡️ Increase support life to 4 years for all devices (currently flagships only).
• 🌐 Expanding its presence in Europe and Latin America (opening new service centers).

Redmi is also expected to be a pioneer in the introduction of new technologies in the budget segment.

• 🔄 Frequency screens 144 Hz models up to 30 000 ₽ (just now 90/120 Hz).
• 🤖 AI functions (e.g., auto-delete objects in a photo, like in Google Pixel).
• 🔋 Batteries with a capacity of 6000 mAh in ultra-budget smartphones (now a maximum of 5000 mAh).

However, there are risks: due to sanctions, Xiaomi may face problems with the supply of chipsets from Qualcomm (already now in Redmi). 12C Used by MediaTek Helio G85 It's not Snapdragon. It could lead to a:

• ⚠️ Delays in new model releases.
• ⚠️ Deteriorating productivity in budget smartphones.
• ⚠️ Prices rise by 10-15% (as happened with the Redmi Note 11 in 2022).

⚠️ Note: If you are planning to buy Redmi in 2026, look for models with MediaTek Dimensity chipsets (e.g. Redmi Note 13 Pro).+). They are less dependent on US supplies and have better optimization for gaming loads.

FAQ: Frequent questions about the Redmi brand