Taiwanese laptop and mobile phone maker Asus is looking for a larger market share with India-specific offerings, especially in consumer PCs.
The offerings will include products in new categories such as gaming laptops. It will also expand its portfolio to be present across all price points.
India is amongst the top 20 markets for Asus which sells across 100 countries.
According to Arnold Su, PC & Gaming Head, Asus India, the ₹22,000-27,000 price point is the most preferred segment in the country.
“Since 2011, we have been aggressive in the PC business. We are now the fifth brand in India with a 7 per cent market share. The target is to grow to have a 10 per cent market share by March 2019,” Su told BusinessLine .
Research firm IDC India’s Quarterly Personal Computing Devices Tracker for Q2 of 2018 (April-June) said consumer PCs grew 33.7 per cent to 1.09 million units.
With low penetration, Su said, “India is amongst the few markets where growth is happening and there is a long -term potential.”
The one major segment that Asus is targeting is gaming laptops, by engaging enthusiasts with ‘affordable’ offerings.
The distribution presence is being ramped up with plans to add seven exclusive ‘Republic of Gamers’ stores by 2019. It now has one store each in Kolkata, Bhubaneswar and Bengaluru.
Asus is trying to leverage these stores as gaming cafés and networking zones.
It is also focussing on channel expansion, both online and offline.
By March 2019, it intends to be present across 10,000 dealer shops (up from 6,000 now) and to double the number of brand stores to 200.