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Asus India Gears Up for a Thriving Festive Season

Asus India is gearing up for a vibrant festive season by launching a series of innovative products, enhancing online and offline integration, and partnering with quick commerce platforms to attract younger consumers and rejuvenate existing customers.

In an interview with Startup Superb, Paramjeet Singh Mehta, who heads Product and Marketing for the Consumer PC and Gaming Business at Asus India, noted that the brand has effectively introduced global product launches in India promptly, thereby gaining a competitive edge in high-end categories. He mentioned, “With the NVIDIA 5000 series, we were the pioneers, capturing nearly 80% of the market initially. Currently, we still maintain over 60% in this premium segment.” Some of Asus’s elite GPUs are now capable of delivering more than 900 trillion operations per second (TOPS), thereby unlocking new avenues for gaming and AI applications.

Robust Presence Across Sales Channels

During standard quarters, Asus’s sales distribution is around 30% online, 20% through organised trade, and 50% via its retail stores. However, the festive shopping period reallocates this balance. “In the third quarter, especially around Diwali, the online share sees a substantial increase due to promotions and bundled offers,” explained Mehta.

Asus has established itself as an early player in the Indian e-commerce space, entering platforms like Flipkart and Amazon during 2018–19. This head start has been instrumental in securing the leading position in both gaming and creator PC markets amidst the pandemic challenges. Today, the company remains at the forefront in categories like gaming laptops, creator machines, and AI PCs. According to Mehta, younger consumers play a crucial role: “We hold a 55% market share among buyers aged under 30, highlighting our appeal to Gen Z and younger millennials.”

This festive season, Asus will unveil new colour options in its Vivobook series, following research that indicated 19% of Flipkart users wish to experiment with colour variations, a trend previously seen in smartphones. Unique shades such as salvia green and BFF pink gold will be available in India.

Expanding into Smaller Cities with Quick Commerce

Asus has partnered with quick commerce platforms like Zepto and Swiggy Instamart to meet the rising demand in smaller cities and towns. “The hyperlocal logistics model enables us to reach areas that conventional channels struggle to serve, especially during peak festive seasons,” Mehta stated. During the festive period, nearly 55% of purchasers are returning customers looking to upgrade their technology, and Asus anticipates that quick commerce will play a significant role in catering to these buyers.

Significant Investment in In-Store Experiences

The company is committed to enhancing live demonstrations across its more than 300 exclusive stores, featuring over 9,000 live devices available across the country. Established retailers like Reliance Digital, Croma, and Vijay Sales also display Asus products, with each store presenting 4–15 live demo devices. Even smaller multi-brand outlets allow consumers to engage with at least one Asus product.

To foster deeper engagement, Asus operates 22 ROGverse stores as free-to-access gaming hubs and 12 Creator stores equipped with professional software such as Adobe tools for content creation trials. Mehta stated that this strategy enables customers to perceive the devices as lifestyle products instead of mere hardware.

Making AI PCs More Accessible

A major focus area is Asus’s AI-enabled Copilot+ PCs. The company has launched devices starting at ₹60,000 featuring Qualcomm processors that deliver up to 45 TOPS, thereby making AI PCs more affordable for Indian consumers. “The adoption of AI PCs is expanding rapidly. Last year, this topic was barely discussed, but now customers inquire whether specific applications function on AI-powered devices,” Mehta highlighted.

Asus is collaborating with silicon partners to make AI PCs available in more mainstream price ranges by 2025 while also increasing access in smaller towns.

Support for First-Time Buyers and Upgraders

Asus caters to first-time customers through live demonstrations, a team of 1,000 trained solution experts, and robust after-sales service. The company operates over 200 service centres and covers 14,900 pin codes, with 57% of clients opting for doorstep repair services.

For customers looking to upgrade, Asus provides programmes such as assured buyback, which allows users to return a device within 91–365 days after purchase and receive up to 45% of the invoice value towards a new machine. “We introduce the latest technology to the market faster than our competitors so customers do not face long waits for upgrades,” Mehta shared.

Future Prospects

With its extensive offline presence, sustained dominance in e-commerce, and fresh initiatives in quick commerce, Asus is strategically positioned to capture demand from both Gen Z consumers and seasoned gamers. As the festive season commences in mid-September, the brand is banking on AI PCs, gaming laptops, and new colour options to consolidate its foothold in India’s rapidly evolving consumer PC landscape.

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