Asus is set to embark on the production of high-end gaming laptops in India this year, with the ambitious goal of claiming the top spot in the country’s consumer laptop market by the close of 2024, surpassing industry giants HP and Dell. According to Arnold Su, Vice President of Consumer and Gaming PCs at Asus India, the company, having secured the second position in 2023, intends to bolster local manufacturing and ensure prompt availability of all flagship products to Indian consumers immediately after their global announcements.
Su reflected on Asus India’s remarkable journey from being ranked sixth in 2018 to achieving the second position in 2023, stating, “In 2024, we aim to replace the top player in India with up to 30 percent share.” Recognizing India as a priority market due to its low PC penetration, the Taiwanese PC manufacturer plans to cater to a broad range of consumers by offering laptops priced between Rs 20,000 and Rs 4.5 lakhs.
Despite the consumer laptop market in India experiencing a decline from 5.2 million units in 2021 to 4.8 million in 2023, Asus managed to expand its market share from 16 percent in 2022 to 18 percent in the previous year. Su expressed confidence in Asus becoming the leading player in the market within a few quarters, emphasizing the company’s ability to challenge the current market leader.
In the broader PC market, encompassing desktops, notebooks, and workstations, Asus surpassed Acer to secure the fourth position with a 12.5 percent share in 2023, as per IDC data. Su predicted that artificial intelligence (AI) PCs would become standard within the next five to 10 years, highlighting Asus’ focus on AI integration in computer vision and audio processing.
To reduce dependence on imported devices, Asus is increasing local production in collaboration with Flex, gradually transitioning from imported to locally manufactured laptops. Su disclosed that, until the previous year, the company manufactured mainstream or affordable laptops in India, but in 2024, it would extend production to include high-end gaming laptops.
Recognizing the potential for growth in the gaming laptop segment, Asus is entering the market with devices priced between Rs 55,000 and Rs 4 lakhs. Su noted that the influx of more players into the laptop segment would contribute to market expansion, aiding in increasing PC penetration in India, which currently stands at 11 percent compared to 70-100 percent in more mature markets like China and Taiwan.
Looking ahead, Su emphasized the importance of reaching the 89 percent of households in India without a laptop, stating, “More players coming to India is good…we need to make people understand that you require a PC.” Asus plans to enhance its outreach by increasing investment in offline retail channels, expanding its presence through small retailers in non-metro cities, and leveraging its network of over 250 exclusive stores across India, covering 600 out of 750 districts.