Xiaomi killing off its TikTok competitor Zilli

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One of Xiaomi’s most popular consumer apps, Zili, is being killed off in the latest development for the company’s India business. March 13 will mark the end of a short-form video app that saw millions of downloads in India after TikTok was banned. 

According to the notice, the move was due to an operational adjustment. Users can download and store their content offline using the app. Before the shutdown date, Zili users can also redeem their “Z-Points” rewards. After the mentioned date, all user data will be deleted from Zili’s servers since it will “no longer be retrievable.”

Why is Zilli closing down?

After TikTok was banned in India, Zili and other short-video apps gained popularity among Indian users. Many homegrown startups developed alternative apps to fill the gap, and these apps saw a surge in users as well. However, the Indian government also banned several Xiaomi apps, including Mi Browser and Mi Video Call. It is unclear if Zili is closing down due to the same reasons, as Xiaomi has not confirmed the cause. Nevertheless, Xiaomi is facing challenges in maintaining its top position in the Indian market.

The company also discontinued its financial services in the country in 2022. To enhance focus on its core business services, Xiaomi explained that this was part of its annual strategic assessment.

The app in question had a significant following in the Indian market, with over 100 million downloads on the Play Store before it was taken down. Zili gained momentum after TikTok’s ban in India in 2020 and it remains to be seen which short video sharing app will emerge as a viable replacement for these two platforms.

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