Xiaomi India announces long-term strategic partnership with German camera maker Leica

Xiaomi India has announced a long-term strategic partnership with German camera maker Leica to explore the optical performance and photographic experience in the mobile imaging. The first imaging flagship smartphone co-engineered by the two companies – Xiaomi 12S Ultra was officially launched in July last year, globally. As part of the India chapter of this partnership, some new tech developments are in store with the two brands, going forward. The objective of this partnership is the joint development of innovative solutions in the smartphone camera module segment as well as the optimization of optical performance, the company claims.

“For over 100 years, Leica Camera AG has been creating lightweight cameras favoured by street photographer pioneers and world-class optical lenses, fulfilling the passions of its community. With ingenious optical engineering and formidable craftsmanship, Leica cameras, recognizable by their ‘red dot’ branding, are German engineering at its best, and continue to attract new generations of consumers who aspire to achieve “the Leica image look” and own these masterpieces of design. In addition to making precision-crafted masterpieces, Leica attracts well-known photographers and emerging new talents around the world,” the brand said in a statement.

Xiaomi isn’t the only smartphone brand to partner a camera maker. OnePlus has, similarly, partnered with Swedish camera maker Hasselblad to “co-develop” the camera systems seen inside its flagship phones like the OnePlus 10 Pro.

Meanwhile, Manu Jain recently announced to quit global smartphone brand Xiaomi after serving it for nine years, saying the “end of a journey also marks the beginning of a new one, full of exciting opportunities”. In a post on Twitter, Jain, who was hailed as the poster boy of the Indian smartphone industry, announced the move, but did not disclose where he would be joining next.

“I joined the Xiaomi Group in 2014 to start its India journey. The first few years were full of ups and downs. We started as a one-person startup, working from a small office,” he said. In a statement, Xiaomi India said that in a short span of 7 years, “Manu Kumar Jain played an instrumental role in the company’s success leading it to be India’s most loved and trusted brand”.

According to Jain, within three years of his joining, Xiaomi became the No 1 smartphone brand in India, that too without spending any advertising money. Jain subsequently joined the Xiaomi international team. In June 2022, he was transitioned to the global role as Group Vice President.

“After nine years, I am moving on from the Xiaomi Group. I feel confident that now is the right time, as we have strong leadership teams across the world,” Jain added.