Redmi is a sub-brand of Xiaomi that focuses on affordable flagship devices, premium mid-range devices and a collection of accessories to complete the ecosystem at a lower price than the Xiaomi brand itself. Recently, they have made a change to this brand.
Redmi is now REDMI. All the alphabets are now capitalized, which according to Xiaomi Group smartphone president Lu Weibing, is a strategic change. With Xiaomi now expanding into the premium and cutting-edge technology segment, it gives Redmi room to continue to move forward.
Starting with the REDMI K80 series, it will be a new category for this Xiaomi sub-brand as the K series will be their “flagship” category. This category will offer premium flagship specifications at a more affordable price compared to other brands that focus on sales on e-commerce platforms (Poco, iQOO, etc.). The Turbo series (Redmi Turbo 3), will replace the old place of the K series, which is the premium mid-range category.
The K series usually enters the Malaysian market under the Poco brand, while the Turbo series is not yet offered in the global market. REDMI does not share about their Note line because it is in the regular mid-range category which remains popular. This change is seen to focus on their premium category. Let's wait and see if this change is also affected in the global market.