Taiwanese tech giant Asus is focusing on India-specific innovations, tailoring products based on local feedback that have now become global solutions. With a goal to lead the commercial PC market in India, Asus is investing heavily in manpower and expanding its product portfolio. The recent launch of the ExpertBook P Series laptops, designed for businesses, reflects this strategy. Despite a decline in sales in 2024, Asus rebounded strongly with the highest growth rate in the market in the December quarter. The company is targeting high double-digit growth in India’s commercial PC business in the near future.
Asus Strengthens Focus on India with Custom Solutions
Asus, the renowned Taiwanese tech giant, is intensifying its commitment to the Indian market by focusing on “make-for-India” solutions. Dinesh Sharma, Vice President of the Commercial PC and Smartphone System Business Group at Asus India, highlighted that the company has been leveraging valuable customer feedback from India to create tailored products. These India-specific solutions, born out of local market requirements, have not only satisfied domestic demand but have also evolved into global innovations, which have garnered attention in international markets.
While Asus operates globally, it is clear that India has become a focal point for the company’s growth strategy. "Though we are a Taiwanese company, we are very much focused on make-for-India," Sharma emphasized. This approach ensures that the products are built to meet the specific needs of the Indian consumer, creating a strong connection between the brand and the local market.
Expanding Commercial PC Footprint in India
Asus is also intensifying its efforts to lead the commercial PC market in India. Sharma shared that the company is dedicated to becoming the top brand in this space, setting clear objectives for expansion. In addition to strengthening its position in commercial PCs, Asus is actively working to broaden its footprint across various product categories within the commercial and enterprise sectors.
To meet these goals, Asus is investing heavily in its workforce and expanding its geographic presence across India. The company aims to establish a robust presence across both urban and rural markets, ensuring that it serves the entire length and breadth of the country. With a market that is expected to grow rapidly in the coming years, this geographical expansion is crucial for the company to maintain competitive advantage.
Impressive Growth in Commercial PC Sector
Asus’s commercial PC business has shown promising growth, with the company reporting "very high double-digit growth" in this segment. This trend highlights the increasing demand for Asus’s enterprise-focused solutions, driven by businesses looking for durable, secure, and efficient systems. Asus’s commitment to offering AI-powered performance, military-grade durability, and enterprise-grade security has helped it carve out a significant niche in this growing market.
The company’s recent product launch, the ExpertBook P Series laptops, is part of this larger strategy. The series includes models such as the ExpertBook P1, P3, and P5, all designed with the needs of businesses and professionals in mind. These laptops boast features tailored to meet the demands of enterprise environments, including advanced security protocols and AI-driven enhancements to performance.
Launch of ExpertBook P Series and Market Strategy
On April 21, 2025, Asus will begin selling its ExpertBook P Series laptops on Flipkart, with prices starting at Rs 39,990 for the ExpertBook P1, Rs 64,990 for the ExpertBook P3, and Rs 94,990 for the ExpertBook P5. These laptops are targeted at businesses looking for reliable, secure, and cost-effective solutions, and are expected to appeal to professionals and organizations across India.
This product launch signals Asus’s continued focus on the Indian commercial PC market. The ExpertBook P Series is designed to meet the growing demand for high-performance laptops in the business sector, and the competitive pricing aligns with the brand's commitment to providing value while maintaining cutting-edge technology.
Asus's Market Performance in India
According to market research from IDC, Asus was ranked among the top five PC sellers in India in 2024, holding a 7 percent market share. However, the company faced challenges in 2024, with a 7.8 percent year-on-year decline in sales. Despite this, Asus demonstrated remarkable resilience, with a strong recovery in the December 2024 quarter. In fact, Asus recorded the highest growth rate among its peers, with a staggering 38.4 percent growth during this period.
This strong performance in the December quarter suggests that Asus is regaining momentum and positioning itself for continued success. The company’s adaptability and focus on delivering customer-driven products have played a significant role in its ability to bounce back from a challenging year.
Looking Forward: The Road Ahead for Asus
Looking ahead, Asus is set to capitalize on the burgeoning demand for commercial PCs and enterprise solutions in India. The company’s strategy of creating products specifically designed for the Indian market, combined with its strong recovery in the second half of 2024, places it in a favorable position to continue its upward trajectory.
The success of the ExpertBook P Series launch will be a key indicator of Asus’s ability to cater to the growing demand in the commercial PC space. Additionally, its focus on expanding across India’s vast geographical landscape ensures that it will maintain a broad market presence, reaching new customers and reinforcing its competitive edge in the highly competitive Indian market.
In conclusion, while the past year presented challenges for Asus, its resilience and strategic investments in India’s commercial PC market signal a bright future for the company. With continued innovation and a strong focus on customer needs, Asus is well-positioned to emerge as a leader in India’s growing tech landscape.
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