ASUS VP: 3 Powerful Reasons They’re Winning the Tech Game
Introduction: From Underdog to Market Challenger
In recent years, ASUS has transformed from a niche gaming brand to a mainstream technology leader in India. Arnold Su, Vice President and Business Head of ASUS India (Consumer & Gaming PCs), has been a driving force behind this success. In a recent media interaction, Su elaborated on how ASUS is “ahead of the game” by betting big on premium innovation, aggressive offline expansion, and AI-powered computing.
Strategic Growth in India: Market Share & Local Penetration
- 2017: ASUS had only 6.3% PC market share in India.
- 2023: It grew to 17.8%, fueled by gaming and consumer laptops.
- 2025 Goal: ASUS targets 25–30% share by expanding beyond Tier-1 cities into Tier-2, Tier-3, and even Tier-4 towns.
“We’ve opened over 200 exclusive stores and plan to expand to over 400 outlets to bring premium laptops to every corner of India,” said Arnold Su.
ASUS currently has:
- 220+ Exclusive Stores
- 700+ Districts Penetrated
- 4,500+ Active Retail Dealers
Premium-First Strategy: Why ASUS Doesn’t Follow, It Leads
Rather than focusing on low-cost commodity laptops, ASUS has always aimed to be first-to-market with innovations:
- World’s First Gaming Laptop (ROG Series)
- Dual-Screen ZenBook Duo
- ErgoLift Hinge for Typing Comfort
- Harman Kardon-Tuned Audio
This mindset helps ASUS dominate the premium laptop and gaming segment, especially the ₹80,000+ bracket, where it enjoys 40%+ market share in India.
Su emphasized ASUS’ edge: a premium-first mindset. Rejecting commodity models, ASUS launched innovative products from day one — including the world’s first gaming laptop (2007), ZenBook, Duo-line, and dual-screen notebooks . This forward-building ethos helps differentiate ASUS in a flooded market.
Gaming Dominance & India Manufacturing
- ASUS continues to lead in gaming laptops with the ROG and TUF series.
- In 2024, it announced local production of gaming laptops in India via its partner Flex.
“Manufacturing in India helps us deliver faster and remain cost-competitive,” said Su.
This move also aligns with India’s Make in India push and helps in price optimization for local consumers.
ASUS commands over 40% of India’s premium gaming laptop sector (₹80K–₹400K), while keeping a healthy 20–25% in entry-level. With gaming laptop production set to localize in India in partnership with Flex, they’re ensuring quicker access and cost-efficiency.
The Future is AI – ASUS Leads the AI PC Race
ASUS is not just about hardware anymore—it’s becoming a platform for AI innovation. At Computex 2025, ASUS showcased:
- On-device AI PCs powered by Intel, AMD, and Qualcomm
- AI optimization in MyASUS apps (e.g., battery health, noise cancelation, document summarization)
- AI-assisted documentation, reducing corporate task time by up to 97%
According to Eric Chen, ASUS Corporate VP:
“More than 50% of PCs we ship by 2027 will be AI-capable. AI isn’t a trend—it’s an evolution.”
ASUS is already working on affordable AI laptops under ₹66,000, powered by Snapdragon X and AMD Ryzen AI chips.
ASUS projects AI-capable PCs will make up >50% of shipments by 2027. Chief Corporate VP Eric Chen emphasized on-device intelligence for data-sensitive tasks and enterprise efficiency — citing a case where ASUS cut 200 hours of paperwork to 3 by using in-house AI. Targeting AI PCs with Qualcomm chips under ₹66K shows they are democratizing intelligent computing.
Global Partnerships That Fuel Innovation
ASUS has secured multi-dimensional partnerships to push innovation:
- AMD – For Ryzen AI-based ExpertBooks and ZenBooks
- NVIDIA – AI Data Pods with Blackwell Ultra GPUs
- Intel – Continued leadership in Evo and vPro PCs
- Microsoft – Integration of Copilot and AI features on Windows 11/12
These alliances ensure ASUS laptops are AI-ready, secure, and enterprise-capable for years to come.
Battery, Build & Durability — Where ASUS Wins
ASUS devices offer:
- Longer battery life thanks to AI charging and OLED power optimization
- Military-grade durability (MIL-STD-810H)
- ErgoSense Keyboards, OLED Panels, NumberPad touchpads
- Lightweight, fanless, foldable designs across Vivobook, Zenbook, and ExpertBook lines
Su emphasizes this holistic approach:
“We don’t just compete on specs. We focus on experience, sustainability, and long-term value.”
E-Commerce & Offline Retail Sync
ASUS balances both offline growth and online presence via:
- ASUS eStore
- Amazon, Flipkart partnerships
- Offline exclusive models
- Region-specific service centers in India
They now have pan-India logistics hubs for faster delivery and support.
Massive growth hinges on broad physical presence. From 60 exclusive stores, ASUS scaled to over 220 in India, plus 4,500 active dealers and reach in 700 districts. They’re localizing gaming laptop production now, citing around 89% of Indian households lacking PCs as the untapped market.
Conclusion: Ahead by Choice, Not Chance
ASUS isn’t just ahead of the game by accident. It’s the result of deliberate decisions in:
- Premium innovation
- Expanding rural & semi-urban presence
- Building future-ready AI infrastructure
- Partnering with the best tech ecosystems
With an eye on becoming India’s top PC brand by 2026, ASUS is on a mission to make smart computing accessible, powerful, and personal.
By focusing on premium innovation, AI-forward strategy, strong partnerships, and deep market penetration, ASUS VP affirms their lead in India and beyond. It’s not just good products—it’s meticulous planning, deep understanding of diverse markets, and tech leadership that sets them ahead.
Key Takeaways
- Premium-first play: from early gaming laptops to dual-screen innovations
- AI-led future: affordable AI PCs empower new segments
- Strategic alliances: AMD, NVIDIA, Intel for computing breakthroughs
- Localized focus: retail and manufacturing in India reaching deeper zones
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