Xiaomi made a bunch of announcements today all centred around “premiumisation” of India’s smartphone market. The Xiaomi 14 series was of course the spotlight and Xiaomi 14 Ultra probably one of the best kept secrets in the modern-day industry, but Xiaomi also revealed its big plans on how it plans to entice more people into buying a “1 lakh rupees Xiaomi phone” (because let’s be honest, it hasn’t been easy for Xiaomi to do that).
The company has announced a new initiative called “Xiaomi priority club” which will give Xiaomi flagship phone and TV buyers some “special privileges.” Promising to go the extra mile to ensure the least possible friction during after-sale support, Xiaomi is guaranteeing free pick and drops, 2-hour fixes (or give a spare device if it takes longer than that), and half-yearly phone checkups that will include everything from technical support to software updates. Xiaomi priority club members will also be eligible for priority customer care support from human agents who will apparently be “trained to understand your problem, empathise with it and give you solutions in the shortest time,” Xiaomi India president Muralikrishnan B said on stage.
For the Xiaomi 14 Ultra, Xiaomi has announced a “reserve edition” packed with “many surprises“ with pre-bookings to start from March 11. It will be the first Leica-powered Xiaomi ultra phone to launch in India after 2021’s Mi 11 Ultra. The status of number of units that Xiaomi is planning to bring to India remains unclear at this point. Last year’s Xiaomi 13 Pro was sold in limited quantity and was out of stock for the greater part of the year. Xiaomi has also launched the Xiaomi 14 alongside, which is basically its answer to the Samsung Galaxy S24. The Xiaomi 14 is priced at Rs 69,999 and will be available starting March 11.
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