• Source:JND
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After over a decade in the Indian smartphone market, Xiaomi has refreshed the brand identity of its Redmi sub-brand. The announcement comes just weeks before the launch of the Redmi 15 series on August 19 and signals a strategic shift aimed at re-engaging consumers amid a slowdown in sales.

The updated identity introduces a redesigned logo and a modern visual approach that aligns with Redmi’s evolution. Once positioned primarily as a budget-friendly smartphone brand, Redmi now aims to represent innovation, strong performance, and lasting value for users across segments. The makeover is also a nod to India’s fast-changing digital ecosystem, especially as younger users look for smarter, more capable devices.

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“Redmi has always stood for making the impossible possible. Over the past decade, we were often the first smartphone for millions of Indians. Their trust and feedback shaped our path,” said Sudhin Mathur, Chief Operating Officer at Xiaomi India. “The new Redmi identity reflects this shared evolution. As our users grow, we grow. As they dream bigger, we continue to build for them,” he added.

Xiaomi says the Redmi brand has sold more than 220 million devices in India alone, contributing to a global shipment count of over 1.1 billion units. Popular series like Redmi Note have played a major role in establishing Redmi’s foothold, while devices like the Redmi 12 5G and Redmi 13 5G helped drive 5G accessibility to a wider audience.

The upcoming Redmi 15 will be the first device to showcase this refreshed brand identity. Key features include Qualcomm’s Snapdragon 6s Gen 3 processor, a 6.9-inch Full HD+ display with a 144 Hz refresh rate, and a 7,000 mAh battery. The device will also support AI-powered features, a 50MP main camera, and carry an IP64 rating for dust and splash resistance. Buyers will get three colour choices: Frosted White, Sandy Purple, and Midnight Black.

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With this redesign, Redmi appears to be preparing for a more competitive future while staying connected to the legacy it built with millions of Indian users.