In case you were waiting for clarity, for years, This phone industry ran on a simple playbook: compete on specs, compete on price, repeat. But as India’s premium segment matures and consumers hold onto devices longer, the conversation is shifting. Xiaomi India COO Sudhin Mathur believes the next frontier isn’t what’s on the spec sheet. It’s what happens after the box is opened. He told 91mobiles about The company’s ownership-led push, its Premium Service Centre ambitions, and whether after-sales can genuinely differentiate a brand in a segment where Apple, Samsung, and OnePlus have deeply entrenched positions.

When I asked Mathur at what point after-sales stopped being a support function and became a genuine strategic priority, he was direct about the internal shift. “While after-sales has always been part of Xiaomi’s ecosystem, its role has become significantly more strategic in recent years,” he said. “This shift has been accelerated by a broader portfolio recalibration, where The company has moved toward an ownership-led philosophy.” The timing, he argues, is tied to a fundamental change in how consumers relate to their devices. “Customer experience doesn’t end at purchase; it compounds over time. As devices become more premium and replacement cycles lengthen, after-sales is no longer reactive support; it is now a core pillar of trust, defined by speed, transparency, and accessibility.” “This shift has been accelerated by a broader portfolio recalibration, where The company has moved toward an ownership-led philosophy.”

But for a brand historically associated with value, does an ownership-led framing actually land with its existing customer base, or is it primarily a pitch to attract a new kind of buyer? Mathur doesn’t see a contradiction. “This evolution is building onto Xiaomi’s value-led positioning. It is a natural extension to The company’s focus on experience,” he said. “in the country today, consumers are evaluating devices across their entire lifecycle: performance over time, ease of servicing, software longevity, and ecosystem integration. Xiaomi’s ownership-led differentiation deepens its core promise, making it relevant both for existing people and a more experience-driven audience.” The most visible expression of this philosophy is Xiaomi’s growing network of Premium Service Centres, currently at 25 locations across India. I asked Mathur what “premium” actually means in that context — whether it’s about the physical environment, the speed of resolution, or something harder to quantify. His answer leaned heavily on metrics. “The focus goes beyond physical infrastructure to measurable outcomes,” he said. “Over 52% of service issues are resolved within four hours, and 95% within 24 hours. Repair costs remain predictable, with 37% of cases under Rs 1,000. Features like standby devices, advanced diagnostics, and access to certified experts further reduce friction during ownership.” The operational numbers reinforce that framing: repeat visits are below 1%, and escalations are under 0.5%.

On where the network goes next, Mathur was clear that the expansion isn’t purely metro-driven. “Xiaomi is working toward 100 Premium Service Centres, expanding across both metros and high-growth Tier 2 markets such as Madurai, Trivandrum, and Patna,” he said. “The approach is demand-led, reflecting rising adoption of higher-value devices beyond traditional urban hubs.” “Xiaomi is working toward 100 Premium Service Centres, expanding across both metros and high-growth Tier 2 markets such as Madurai, Trivandrum, and Patna.”

The context for all of this is a market that’s changing in ways that complicate traditional volume-driven growth. Replacement cycles are stretching, which is good for consumers but puts pressure on brands that have historically relied on upgrade frequency. I asked Mathur how Xiaomi thinks about that tradeoff, and whether a stronger service network actually helps retain people who are holding onto devices longer. “As replacement cycles extend, growth is increasingly driven by higher average selling prices and stronger product experiences rather than sheer volumes,” he said. “In this context, a robust service network plays a critical role in building trust, improving retention, and strengthening upgrade intent.”

Software support is the other half of that longevity conversation. With brands now promising anywhere from four to seven years of updates, I asked where Xiaomi stands and how it connects to the broader ownership narrative. “With up to four years of OS upgrades and six years of security updates in smartphones and tablets, respectively, Xiaomi is aligning with consumer expectations around longevity — ensuring devices remain relevant and secure over time,” Mathur said.

The harder question is whether any of this is truly differentiating in a segment where Apple, Samsung, and OnePlus have spent years building service infrastructure and brand trust. Mathur’s view is that execution is what separates the leaders from the rest. “While baseline service may become table stakes, consistent execution — faster turnaround, lower escalations, and better accessibility — sets brands apart,” he said. “In an intensely competitive segment, after-sales is fast becoming a key differentiator.”