Asus India is preparing for a strong festive season to utilize young buyers to refresh customers, combining aggressive product launches, online offline integration and a rapid Commerce partnership.
Speaking to today’s business, Paramjeet Singh Mehta, head of product and marketing, Asus India’s consumer PC and gaming business, said the brand has been extremely successful in bringing global launches to India without delay, bringing the benefits of FirstMovers in the high-end category. “In the NVIDIA 5000 series, he was originally the first person to enroll near nearly 80% of the market. He still holds more than 60% of the market share in this very premium segment,” he said. Some of the brand’s top-end GPUs offer over 900 trillion operations per second (TOPS) unlocking new possibilities for gaming and AI workloads.
Strong presence in the entire sales channel
In a normal quarter, ASUS sales splits will be around 30% online, 20% organized trade, and 50% brick and mortar stores. But celebratory shopping changes the balance. “In the third quarter, especially around Diwali, online share will increase significantly due to offers and bundled experiences,” Meta explained.
Asus was the early initiator of Indian e-commerce and joined Flipkart and Amazon in 2018-19. During the pandemic, this head start helped to secure a top position in both the gaming and creator PC categories. Today, the company continues to lead the segments of gaming laptops, creator machines, and AI PCs. According to Mehta, young customers are especially important. “We account for 55% of our stock among less than 30 buyers.
This season of celebration, ASUS introduces new color options to the Vivobook range after research has revealed that 19% of Flipkart users prefer to experiment with Colors, a trend seen before on smartphones. Shades like Salvia Green and BFF Pink Gold will debut in India.
Extend the Metro with quick commercial transactions
Asus also combines with quick commerce platforms such as Zepto and Swiggy Instamart to accommodate small cities and towns where demand is rising faster than the metro. “The Hyperlocal Logistics model helps you reach the PIN codes that traditional channels struggle with, especially during the rush of celebrations,” says Mehta. Almost 55% of buyers during the celebration are updating customers considering upgrading to the latest technology, and Asus expects Quick Commerce to play a key role in contributing to them.
A large investment in in-store experiences
The company continues to prioritize live demonstrations at more than 300 exclusive stores, with over 9,000 live devices available nationwide. Organised retailers such as Reliance Digital, Croma and Vijay sellers showcase ASUS products and feature 4-15 live demo devices per outlet. Even in small multi-brand stores, customers can interact with at least one ASUS device.
To promote deeper engagement, ASUS operates 22 Rogverse stores, which serve as free gaming zones, and 12 creator stores with professional software such as Adobe Tools for content creation trials. Mehta said this approach allows customers to experience the device as a lifestyle product rather than simply hardware.
Make your AI PC affordable
AI-enabled co-pilot + PC is the key focus area. Asus launches devices starting at £60,000 with Qualcomm processors, which offer up to 45 top Qualcomm processors, making AI PCs easier to achieve by Indian buyers. “The adoption of AI PCS lifestyles is spreading like Wildfire. Last year, this wasn’t a topic, but today customers walk around asking if a particular application can run on devices with AI,” says Mehta.
The company is working with its silicon partners to bring AI PCS to a more mainstream price range in 2025, while simultaneously increasing availability in small cities.
Supports both new buyers and upgraders
Asus is serving first-time buyers through live demos, 1,000 trained solutions experts, and powerful after-sales service. The company has over 200 service centers, offering 14,900 pin codes, and 57% of customers choose to repair their front door.
For upgraders, ASUS offers programs such as Assured Buyback. With this program, users who return the device within 91-365 days of purchase can receive up to 45% of the value of the invoice for the new machine. “We bring the latest technology to the market faster than our competitors, so our customers don’t have to wait long for an upgrade,” says Mehta.
Outlook
With its massive offline presence, the continued advantage of e-commerce, and a new venture into quick commerce, Asus is positioned to capture demand from both Gen Z buyers and veteran gamers. As the festive season begins in mid-September, the brand is bolstering its hold in India’s fast-growing consumer PC market with bets on AI PCs, gaming laptops and fresh colour variations.
