Jain made the announcement in a video featuring bearded company employees. The product is a first for Xiaomi globally.
Xiaomi has announced its entry into the personal grooming space for Indian males. The just unveiled product, Mi Beard Trimmer, was introduced to the world by Manu Kumar Jain, global VP Xiaomi and MD Xiaomi India via the brand's digital channels. Jain reveals that the product category is not part of the Xiaomi ecosystem and is specifically designed for India. Priced at Rs 1,199, the product is being sold online only via mi's official website and will be available on Amazon from June 27.
The actors in the nearly four-minute-long video are four hirsute Xiaomi employees, all clearly proud of their hairy visages. In contrast, Jain the presenter is clean shaven. Jain has an enormous following in social media, two lakh people on twitter India. As with all Xiaomi products, the Mi trimmer promises greater value for money than other brands in the segment. The company also claims that the product has been developed specifically with the Indian male in mind.
A report by Research And Markets, a market research agency, suggests that the Indian male grooming market was worth about Rs 4,500 crore annually, growing at over 11 per cent to nearly double in value by 2024. Major player include Phillips, Panasonic, Vega Industries, Gillette, Havells, Syska, Wahl India and NOVA.
The company has launched the Mi Trimmer as a part of its #BeardbutBetter campaign on digital channels.