Three Xiaomi Mi models at a launch in New Delhi. Photo: Reuters / Anindito Mukherjee

Chinese smartphone maker Xiaomi, which is currently the second largest selling mobile phone brand in India and enjoys a dominant online presence, wants to strengthen its offline arm.

It has now partnered with Future Group‘s supermarket chain Big Bazaar, which operates hypermarkets, discount department stores and grocery stores, for selling its Redmi 4 and Redmi Note 4 phones during the festival period. However, Xiaomi head of India operations Manu Kumar Jain did not specify whether the partnership would continue after the festival period, which normally ends after Diwali (October 18).

The tie-up was made public on Wednesday by Jain through his Facebook post. He said the discussions with Future Group were on for a few months and an agreement was reached to sell phones through Big Bazaar, “something that no other brand has tried before!”

When Xiaomi entered the Indian market in July 2014, it was sold exclusively online through e-commerce site However, from last year, the online-focused Xiaomi began expanding into the offline markets in India and China to boost sales.

The company aims to have 30% of its sales to come from the offline market by the year end. At present, offline accounts for 20% of the sales in India, with the rest coming from online.

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