ASUS has been expanding its presence in India, focusing on bringing the latest technology to consumers faster while improving after-sales support. I spoke with Arnold Su, Vice President, Consumer and Gaming PC, System Business Group, ASUS about how the company stays connected with Indian users, the role of AI in their devices, and the challenges of launching new products here. We also discussed ASUS’s approach to performance and cooling in laptops and what to expect next from their gaming lineup. Here’s what he had to say.
Survey1. ASUS has big plans for India’s market. How do you make sure you really connect with local users so you’re not just seen as another global tech brand setting up shop here?
There are a few things we focus on to stay closely connected with Indian consumers. Traditionally, many brands launch the latest technology in India later due to GDP and market size considerations. However, in 2019, when we launched the first dual-screen laptop, we realized this approach was flawed. Indians are eager to experience and buy the latest technology. Despite concerns about selling a premium product in India, we took a risk by ensuring live demos in 100 exclusive stores, and the response was overwhelmingly positive. This experience made us rethink our strategy.
From 2020 onwards, we decided that any globally launched ASUS product would either launch in India on the same day or at least in the first wave. Additionally, we avoid pure media launches. Instead, when we announce a product, we ensure live demo units are available in stores across India. Today, we have 320 exclusive stores and partnerships with Croma, Reliance, and Vijay Sales to enhance accessibility. These two key strategies—launching the latest technology in India as early as possible and ensuring hands-on experience for customers—differentiate ASUS in the market.
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2. Everyone’s talking about AI like it’s the next big thing. How do you make sure ASUS’s AI features actually help everyday users instead of just being hype on a spec sheet?
As a hardware company, our primary responsibility is ensuring compatibility with AI applications from vendors like Adobe and Microsoft. Beyond that, we are focusing on making AI-powered PCs (AIPCs) more accessible. Instead of restricting AIPCs to a premium niche, we aim to make them mainstream so that 70-80% of consumers can afford them.
We’ve categorized our AI offerings into three segments:
- Everyday AI (10 TOPS and above) for general users.
- Next-generation AI (45 TOPS processing power), meeting Microsoft’s Copilot+ PC standards.
- Advanced AI for creators and gamers, integrating NVIDIA GPUs for up to 321 TOPS of power.
By providing AI across all segments, we ensure that more customers can experience AI-driven enhancements without it being just a marketing gimmick.
3. With hardware advancing so fast—like the new Intel Core Ultra series—how’s ASUS planning to stay on top of performance without draining batteries or overheating laptops?
There are multiple aspects to this. For gaming laptops and Creator series, we have Armoury Crate and Creator Hub, respectively, which allow users to disable the discrete GPU when not needed, significantly extending battery life. By simply switching off the GPU when performing light tasks, users can get up to three additional hours of battery life.
For thermals, we’ve consistently used dual-fan cooling systems in our gaming laptops, even for entry-level models where most brands opt for a single-fan design. Additionally, for more advanced models, we integrate vapour chamber cooling solutions. Our goal is to continuously enhance efficiency through better hardware design and smarter power management.
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4. You’ve talked about bringing your newest products to India faster, but what’s the biggest hurdle in rolling them out? And on that note, when can we expect the next ROG Ally—like the Ally X or its successor—to finally show up here?
Since last year, we’ve nearly eliminated the gap between global and Indian product launches. In 2024, we ensured that almost every model was launched in India on the same day as the global release. Some products were even ready earlier, and we simply waited for the global embargo to lift.
Operational challenges remain, such as obtaining the BIS certification, which requires applications two months in advance. However, we’ve streamlined these processes to align launches more closely.
Regarding the ROG Ally and its successor, we are still focused on the existing models, and if there’s any update, we’ll let you know. The handheld gaming market is evolving rapidly, and we’re monitoring both competition and demand before making further announcements.
5. Is India an easy market to handle when it comes to warranty and after-sales service, or does it throw in extra challenges? How is ASUS working to make repairs, parts, and overall support smoother for both gamers and regular users?
India is a complex market due to its vast geography. We have 220 service centres across the country, but with 788 districts, achieving complete coverage is difficult. To counter this, 70-80% of our service requests are fulfilled via onsite support, where our engineers visit customers directly.
We are also working on a pickup-point service that leverages our existing 700 exclusive stores and retail partners. Soon, customers will be able to drop off their devices at the store where they made their purchase, and the retailer will facilitate the repair process. We are currently piloting this system in Delhi and Haryana and plan to roll it out nationwide by the end of the year.
This initiative will bridge the gap between onsite support and service centres, offering customers more convenience and reducing turnaround times.
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Yetnesh Dubey
Yetnesh works as a reviewer with Digit and likes to write about stuff related to hardware. He is also an auto nut and in an alternate reality works as a trucker delivering large boiling equipment across Europe. View Full Profile
