'AI PCs are spreading like widlfire': Asus's festive strategy blends online, offline & quick commerce

Asus India is gearing up for a robust festive season by implementing a dynamic strategy that combines key product launches with a blend of online and offline sales initiatives. The company aims to engage younger consumers and re-energize existing customers. In a recent interview, Paramjeet Singh Mehta, the Product and Marketing Head for Consumer PC and Gaming Business at Asus India, highlighted the brand's success in swiftly introducing global products to the Indian market, which has granted them a significant edge in premium segments. Mehta noted, "With the NVIDIA 5000 series, we captured nearly 80% of the market during our initial entry. Currently, we still maintain a commanding share of over 60% in this highly competitive premium category." Some of Asus's high-end GPUs are now capable of executing over 900 trillion operations per second (TOPS), paving the way for groundbreaking opportunities in gaming and AI applications. Typically, Asus's sales distribution features around 30% online, 20% through organized retail, and 50% via its physical stores. However, this balance shifts significantly during the festive shopping season. Mehta explained, "In the third quarter, especially around Diwali, we observe a notable increase in online sales due to attractive offers and bundled deals." Asus has been a trailblazer in Indian e-commerce, having established a presence on platforms like Flipkart and Amazon back in 2018–2019. This early entry allowed the company to dominate both the gaming and creator PC markets during the pandemic. Today, Asus continues to excel in sectors such as gaming laptops, creator machines, and AI PCs. According to Mehta, their appeal to younger consumers is especially pronounced: "We hold a 55% market share among buyers under 30, reflecting our connection with Gen Z and late millennials." This festive season, Asus plans to unveil new color options for its Vivobook range, responding to research that indicated 19% of Flipkart users are interested in color experimentation, a trend previously observed in smartphones. New shades like salvia green and BFF pink gold are set to make their debut in India. To expand its reach beyond metropolitan areas, Asus has partnered with quick commerce platforms including Zepto and Swiggy Instamart. This collaboration aims to cater to growing demands in smaller cities and towns, where demand is escalating faster than in larger urban centers. Mehta explained, "The hyperlocal logistics model allows us to reach regions that traditional channels find challenging, particularly during the festive surge." Approximately 55% of festive shoppers are returning customers eager to upgrade to the latest tech, and Asus anticipates quick commerce will play a vital role in meeting that demand. The company remains committed to enhancing customer experiences, with over 300 exclusive stores showcasing more than 9,000 live devices nationwide. Major organized retailers such as Reliance Digital, Croma, and Vijay Sales also feature Asus products, providing live demos in their outlets. Additionally, Asus operates 22 ROGverse stores that serve as free gaming zones, along with 12 Creator stores equipped with professional software for content creators. Mehta emphasized that this strategy allows customers to perceive the devices as lifestyle products rather than just hardware. Affordable AI PCs are another focal point for Asus. The introduction of AI-enabled Copilot+ PCs, starting at ₹60,000, with Qualcomm processors offering up to 45 TOPS, makes AI technology more accessible for Indian consumers. Mehta remarked, "The adoption of AI PCs is rapidly gaining traction. Just last year, this wasn't a major discussion, but now customers actively inquire about running specific applications on AI-powered devices." To support both new buyers and those looking to upgrade, Asus provides live demonstrations, employs 1,000 trained solution experts, and maintains over 200 service centers accessible to 14,900 pin codes, with 57% of customers opting for doorstep repair services. For those upgrading, Asus offers a buyback program that allows users to return devices within 91–365 days for up to 45% of the original purchase price towards a new machine. Looking ahead, Asus is strategically positioning itself to capture the attention of both Gen Z consumers and experienced gamers, particularly as the festive season approaches. With a strong focus on AI PCs, gaming laptops, and exciting new color options, the brand is set to solidify its presence in India's rapidly evolving consumer PC landscape.