TL;DR
- ASUS India market share: 24.7% (May 2026) with presence in 624/780 districts.
- India is ASUS’s #1 market in APAC, #3 globally
- Q1 2025 growth: 30% (vs. 10% industry average)
India is no longer just a growth market for ASUS. It’s the growth market.
ASUS General Manager for APAC Peter Chen says India is now the company’s biggest market in Asia-Pacific and its third-largest worldwide. “Internally, we treat India as a home country,” Chen said. ASUS is shifting resources, products, and executive focus to match India’s importance.
The numbers show the shift. In Q1 2025, the Indian PC market grew about 10%, but ASUS grew 30% in unit sales. Its market share rose from 21.7% in Q1 to 24.7% in May. At this pace, ASUS could become India’s top consumer PC brand by year-end.
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Arnold Su, VP of Consumer and Gaming PCs at ASUS India, has spent fifteen years in the country. He’s watched the narrative around Indian consumers flip entirely. “Historically, many brands viewed India as an entry-level market,” Su said. “We learned a different lesson.”
ASUS learned this lesson early. In 2018, it launched the Zenbook Duo in India at ₹80,000, a price that made some teams uneasy. The move worked: India became the second-largest market for the Zenbook Duo, just behind France and ahead of the US and China. The ROG Zephyrus G14 with the AniMe Matrix display showed a similar trend. The feature added ₹10,000 to the price, but 40% of G14 units sold in India during the first year included it. Even ASUS was surprised by the demand.
Indian consumers are not just willing to pay for premium tech. They buy it when the product stands out.
ASUS has expanded its retail presence to 624 of India’s 780 districts and over 2,000 talukas. This is a clear push to reach more customers. “If you travel to a smaller district and ASUS is the only premium laptop brand available in the local tech shop, consumers buy it,” Su said.
ASUS opened twenty new service centers in the past year, based on projected sales in these smaller markets.
ASUS used to focus on India’s metro cities. Now, it is changing its approach and challenging competitors who have been slower to reach smaller markets.
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