Xiaomi has launched the Xiaomi 14 Civi in India, targeting the sub-50K segment. This addition fills a gap in Xiaomi's 2024 lineup of smartphones. At the launch, CMO Anuj Sharma criticised current mid-range options, labelling them as 'lagships' and 'one-trick phones.
' Xiaomi on Wednesday introduced Xiaomi 14 Civi, the newest member of its Xiaomi 14 smartphone lineup, in India. With effective prices starting at Rs 39,999 , the new device aims to fill the gap in the company’s handset offerings. Back in 2023, Xiaomi served the sub-10K segment with the Redmi A Series, the sub-15K segment with the Redmi Number Series, the sub-30K segment with the Redmi Note Series, and the sub-80K segment with the Xiaomi 13 Pro.
The company identified the opportunity to offer another smartphone between the 30K and 80K price segments, which we’ll simply call the sub-50K segment for ease of understanding. With the launch of Xiaomi 14 Civi, the 2024 portfolio for Xiaomi looks this: Taking the stage at the Xiaomi 14 Civi launch event, Anuj Sharma, Chief Marketing Officer, Xiaomi India said that the price smartphone industry in the sub-50K segment is filled with “lagships”, “one-trick phones”, and “sheep in wolves pricing”. Xiaomi 14 Civi launched in India on June 12 (Image Credits: Mohammad Faisal) Sharma defines ‘Lagships’ as devices that have last year’s specifications, where brands downgrade a few specs and re-release the phone at a lower price point in the hopes of making more.
