Xiaomi 14 Ultra India launch is exciting, but it needs more than ambition to succeed | Top Vip News

Xiaomi surprised everyone (including us) by launching the Xiaomi 14 Ultra model in India earlier this month alongside the Xiaomi 14 model. The company did not share any teaser of the product, but closer to the launch, the brand shared its notes version with the Xiaomi 14 series, which got people excited about something big.

And that’s exactly what happened as India got its first Xiaomi Ultra model that takes on the likes of Google Pixels, Samsung Galaxy S and iPhone Pros for less than Rs 1 lakh.

Xiaomi has seen its market share erode in the popular mid-range segment as the competition has caught up and even improved in many aspects. The company has recently spoken of realizing its mistakes of recent years and has promised to review its strategy, which includes a renewed focus on the premium segment.

Xiaomi 14 Ultra is priced at Rs 99,999, which is Rs 30,000 more than what you pay for the base model Xiaomi 14 in India. The brand has decided not to adopt the Pro name as the base variant has enough money in the bank to become a viable option for buyers. When it comes to the 14 Ultra, Xiaomi has a huge learning curve to address, something it saw with the Xiaomi 13 Pro last year and every other Xiaomi phone costing over Rs 40,000 in the market.

We have brands like Vivo, OnePlus and even Realme crossing the Rs 50,000 range in the country, and everyone accepts that these products are not going to high-volume stores. Even a new brand like Nothing was quick to realize the need for a mid-range model, which it did with the Phone 2a in India and a few other markets this year.

So even though Xiaomi 14 Ultra has been launched, the battle has just begun. Most people would say that why would anyone pay Rs 1 lakh for a Xiaomi phone? And those concerns arise from the fact that the brand has predominantly been a value-for-money option.

Going against the big boys needs a lot more conviction, greater marketing focus and creating an experiential setup that allows people to see what a Rs 1 lakh Xiaomi phone offers and how it competes with the other premium brands. More importantly, Ultras need a refined software approach with regular OS updates and reliable support with a practical strategy to keep buyers happy.

Either way, we are excited that Xiaomi 14 Ultra has been launched in India and from now on, the brand can create a portfolio that caters to the segment.