The company, which assembles laptops through Dixon Technologies, is also exploring higher local sourcing of components as it deepens its manufacturing footprint in the country, senior executives told Moneycontrol.
Calling India its “home market” and largest market in Asia-Pacific, ASUS said it is investing heavily in localisation, distribution and service infrastructure.
The company is also expanding aggressively beyond metro cities, with a presence across more than 620 districts, 2,000 talukas, over 320 exclusive stores and 25 gaming stores, as it looks to tap demand from smaller towns.
ASUS said its India shipments grew around 30% in the first quarter of 2026, significantly ahead of the broader market’s 10% growth, helping its market share rise to 21.7%.
The company believes it has a realistic opportunity to challenge for the No.1 position in India’s consumer PC market this year.
Despite laptop prices rising 20-30% over the past five months due to higher memory, storage and AI-related component costs, ASUS remains optimistic on demand.
The company has seen EMI-based purchases increase to 35-40% from about 20% last year and is working with financing partners to improve affordability.
ASUS also said it has secured supply agreements with key memory and SSD vendors and is leveraging a diversified processor portfolio across Intel, AMD and Qualcomm to mitigate component shortages.
