Xiaomi India Reveals New Brand Identity and Logo for Redmi Ahead of Redmi 15 Launch

Ahead of the upcoming Redmi 15 launch later this month, Xiaomi’s sub-brand Redmi has announced a major brand repositioning in India, marking a strategic shift in its identity and direction. The announcement came through an open letter titled “For the Dreamers Who Made Us Dream Bigger,” which highlights the brand’s growth journey alongside its evolving user base.

At the heart of this transformation is a bold new tagline: “Redmi is NOW THE NEW REDMI.” Alongside this, the brand has introduced a redesigned wordmark—featuring a bolder, capitalized sans-serif font—symbolizing its refreshed identity.

This rebranding initiative reflects Redmi’s recognition of how its audience has changed over the past 11 years. The company describes its users as having “matured,” becoming individuals who “see the world as it is, yet still believe in what could be.” Redmi says today’s users seek “both meaning and achievement,” in contrast to a more aspirational outlook a decade ago.

In response, Redmi is embracing a new brand persona—one that is “bolder, more confident, and more uncompromising” in supporting users' limitless ambitions.

Despite this evolution, Redmi reassures its community that it remains rooted in its original values. “We’re not abandoning who we were. We’re becoming who you need us to be,” the brand stated, reinforcing its commitment to shared growth and innovation.

The company emphasizes that this updated visual identity is just the beginning of its new phase, concluding with the line: “Our new look is just the beginning.”

Sudhin Mathur, Chief Operating Officer of Xiaomi India, commented on the rebrand:

“Redmi has always stood for making the impossible possible. Over the past decade, we were often the first smartphone for millions of Indians. Their trust and feedback shaped our path. Today, those users have grown, and so have we. The new Redmi identity reflects this shared evolution. Young India is bold yet grounded, ambitious yet self-aware. We are not leaving behind who we were, but becoming who our users need us to be. This rebranding is a tribute to the resilience, clarity, and progress we see in our community every day. As our users grow, we grow. As they dream bigger, we continue to build for them.”