India’s top-selling smartphone brand, Xiaomi has planned to reach out rural Indian consumers through a Mi Store on Wheels and hopes to sell smartphones in the remote areas of the country at a time of growing anti-Chinese sentiment.

The travelling store of Xiaomi will cover a specific route covering remote areas and stops near the places where rural Indians gather for weekly markets. The company in a release on Monday said the pilot would also sell smart TVs, earphones, sunglasses, power banks and CCTV cameras.

Xiaomi is among very few brands that are taking their products directly to customers to make up with the lack of traffic in its stores due to the nationwide lockdown. In the June quarter, the Chinese smartphone brand, Xiaomi held onto its top position in India even after the shipments halved and tensions on the border that led to the growth in the backlash against Chinese brands.

“MSoW outlets will be fully safe for consumers to visit. With this new initiative and having the largest exclusive single-brand retail network, we are determined to reach the remotest of areas in the country and address the needs of customers, bringing the Mi Store experience to their neighbourhood,” said COO of Mi India, Muralikrishnan B.