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Xiaomi largest exclusive brand network in India's offline market: Study

In a study of 11 product-based industries, Samsung emerged the second most dominant player, followed by Cafe Coffee Day, Dominos, and Bata which made up the top five. The study showed that among the top five brands with the largest exclusive brand...

ET Bureau|
Updated: Nov 04, 2019, 01.06 PM IST
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NEW DELHI: Chinese electronics-maker Xiaomi has the largest brand network in the Indian offline market with 2500+ Mi Stores, 75+ Mi Home and 20+ Mi Studio, according to a survey of 700 brands done by industry player, Channelplay.

In a study of 11 product-based industries, South Korea's electronics major Samsung emerged as the second most dominant player, followed by Cafe Coffee Day(CCD), Dominos India, and Bata which made up the top five.

The study showed that among the top five brands with the largest exclusive brand retail network in India - Xiaomi was 44% bigger than Samsung and over 48% bigger than CCD.

“The growth in offline retail is largely motivated by the increasing need of experiential buying by Indian consumers. A large proportion of consumers prefer a physical product experience before buying while some are reluctant in making financial transactions online, especially for high value products. This has largely established the need for brand experience store,” said, Sundeep Holani, CEO, Channelplay , a retail and channel solution provider.

With a 26% share, Xiaomi has grabbed the top spot in the Indian smartphone market, followed by Samsung’s 20% share.

In the study conducted, industries retailing a physical product were audited across Apparel, Footwear, Jewellery & Watches, Electronics, Books & Stationery, Sports & Games, F&B/Grocery, Food Service, Florist, Pharmacy, Furniture, Furnishings & Sanitaryware.

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