How Xiaomi’s Diwali Sale Is Helping Dixon Technologies
A Xiaomi Corp. employee walks past an advertisement for the Mi TV at the company’s showroom in Beijing, China. (Photographer: Brent Lewin/Bloomberg)

How Xiaomi’s Diwali Sale Is Helping Dixon Technologies

China’s Xiaomi Corp. sold lakhs of smartphones and televisions sets in India in just seven days of an online festive sale ahead of Diwali. And Dixon Technologies (India) Ltd. —a key manufacturer of Xiaomi’s TV screens—is benefiting from its popularity.

“We are very fortunate that we have a strong relationship on the LED TV side and Xiaomi offers a great value proposition,” Atul B Lall, managing director at Dixon Technologies, told BloombergQuint. “It (Xiaomi) has very deep reach in offline and online both, especially online, and has done exceedingly well, which gave us a significant fillip in our consumer electronic vertical.”

Xiaomi, which sources 1.5-1.6 lakh Mi TV sets from Dixon Technologies every month, accounts for 65 percent of the Indian company’s sales by volumes.

Xiaomi sold 53 lakh devices on, and on its own website,, in seven days of India's festive season sales, according to data released by research firm Redseer Consulting. Of this, 2.5 lakh were LED television sets.

Besides, Dixon Technologies had a good July-September quarter. “The second-quarter numbers are extremely strong,” Lall said. While the third quarter may see a dip due to the seasonal post-Diwali slowdown in sales, the fourth quarter should see a comeback, he said.

Watch | Dixon's Atul B Lall His Company’s Association With Xiaomi

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