POCO smartphone

POCO is a globally recognized smartphone brand that was originally launched in 2018 as a sub-brand of the Chinese electronics giant Xiaomi Corporation. The brand quickly gained a 'cult' following with the release of the POCO F1, marketed as a 'flagship killer' due to its high performance-to-price ratio. Although POCO was announced as an 'independent' brand in early 2020 to allow for more focused marketing and distinct product identities, it remains deeply integrated within the Xiaomi ecosystem.

In terms of production, POCO devices are manufactured primarily in China, leveraging Xiaomi's massive supply chain and infrastructure in electronics hubs like Guangdong. For the Indian market, which is one of POCO's largest, many devices are assembled locally in India to comply with regional trade policies and the 'Make in India' initiative. By 2025 and 2026, the brand has seen further consolidation, with its official global web operations being folded directly into Xiaomi's main digital platforms to streamline sales and after-sales support.