We are not building for just one India: Dell’s Anurag Arora on the XPS 13 strategy

Dell’s two of the most popular brands, XPS and Alienware, cater to very different consumers. XPS, as we all know, is mainly for productivity users looking for nothing but the best in terms of both performance and looks. On the other hand, Alienware is for gamers who refuse any compromises. And for years, both these brands have offered devices costing easily around and over Rs 2 lakh. But that is no longer the case. A couple of days back, Dell introduced us to two very unique devices: the XPS 13 and the Alienware 15. Both of these devices are relatively affordable compared to their predecessors yet promise no compromises. 

On the sidelines of the very fancy launch event held in New Delhi, we sat down with Anurag Arora, Dell Technologies India’s Senior Director and General Manager, Consumer Sales. From asking him about the idea behind the new Alienware to what we can expect from the XPS 13 (which, by the way, is priced at Rs 79,990), the conversation had a lot to offer. Here are the excerpts from the interview. 

Also read: Best laptops under Rs 80,000 for work: Top 5 picks in 2026 

Dell XPS 13: Who is it for 

‘XPS stands for design, craftsmanship and premium experiences. Take the new XPS 13, for example. The moment you see it, it’s a delight to behold.’

That’s how Arora summed up the XPS lineup when asked what continues to set it apart from the competition. He said the new XPS 13 combines the brand’s lightest design yet with features such as a 2.5K touch display, a CNC-machined chassis and a backlit keyboard, while also making the lineup more accessible in terms of pricing.

And the laptop, according to him, is for both students and young professionals. 

He explained, ‘Laptops have become an integral part of our daily lives. We carry them everywhere, so portability matters more than ever. The lighter the device, the better the experience. Battery life is equally important, and the XPS 13 delivers up to 17 hours on a single charge. Then, features such as the touch display make it easier for professionals to present ideas or collaborate with others, while the backlit keyboard improves usability in different lighting conditions.’

‘Now students are constantly moving between home, college and coaching centres, while young professionals travel between offices, meetings and workspaces. So, both these groups need a laptop that’s lightweight, portable and dependable. And by making the XPS lineup more accessible, we believe it appeals strongly to both audiences.’

India’s premium laptop market 

India is no longer just another market for Dell. According to Arora, it has become one of the company’s key growth markets globally.

He said, ‘India is one of Dell’s strategic high-growth markets and continues to play a significant role in the global digital landscape. Its scale, favourable demographics and rapid adoption of technology make it one of the world’s most dynamic consumer markets.’

For Dell, he added, India represents more than just a business opportunity.

‘We are not building for one India. We are building for many Indias that exist within India,’ he said while referring to students, creators, gamers, professionals, first-time buyers and premium users.

Summing up Dell’s strategy for the Indian market, Arora said, ‘We are expanding our consumer portfolio with devices built for productivity, entertainment and gaming while bringing premium AI experiences to more consumers across India.’

How AI is quietly becoming part of everyday PC use

AI may be one of the most-used words in tech today, and Arora believes consumers are already benefiting from it in ways they may not even notice.

He explained that AI works in two ways. First, it improves the laptop experience itself.

‘Based on your usage, AI can optimise battery life, improve camera framing during video calls and make the overall experience more intuitive.’

The second is through AI applications that users actively interact with.

‘We are seeing increasing adoption of Microsoft Copilot and a growing ecosystem of AI applications designed specifically for PCs.’

According to Arora, different users naturally have different AI requirements.

‘A student may use AI for learning and research, while a gamer may rely on completely different AI-powered experiences.’

As AI becomes more deeply integrated into everyday workflows, he believes consumers are beginning to recognise its value.

‘Today, you already have a powerful AI device in your hands, and that’s the future we’re building towards.’

Laptops will become more specialised over the next few years

When asked about the biggest shift consumers are not talking about yet, Arora said laptops will increasingly be designed around specific user needs rather than trying to appeal to everyone.

‘The XPS 13 represents AI-powered productivity with premium design, portability and accessibility.’ On the other hand, he pointed to the Alienware lineup for users looking for maximum gaming performance.

‘Alienware is built for gamers and performance enthusiasts, while also giving users the flexibility to switch into a more productivity-focused mode when required.’

Despite this, Arora believes the industry will continue moving towards a multi-device ecosystem. ‘A student’s requirements are different from those of a creator or a gamer. Devices will become increasingly versatile, but people will still choose products that best suit their specific needs.’

Alienware 15 and what it offers

Alienware has always been known as Dell’s premium gaming brand. As mentioned already, with the new Alienware 15, the company wants to make the laptop accessible for a wider audience.

‘Alienware has a legacy that goes back nearly 30 years. Since the brand was launched in 1996, it has always represented premium gaming performance,’ Arora said before adding that the goal behind the Alienware 15 was to make the brand’s signature engineering and design more accessible without compromising on the overall experience.

‘We wanted more gamers to experience Alienware performance, engineering and design at a more accessible price point.’

The laptop features a 15.3-inch WQXGA display with a 165Hz refresh rate to deliver smooth gameplay, but Dell believes its appeal extends beyond gaming.

‘Whether someone is gaming, studying, working or consuming content, we wanted them to experience the signature Alienware design and performance.’

Why should gamers pick Alienware?

Now let’s be honest: there are many gaming laptops available in the market today. In such a scenario, why should consumers pick Alienware? Arora believes the answer lies in the laptop’s legacy. 

He said, ‘The respect that Alienware has within the gaming community has been built over decades.’

Beyond the brand name, he then pointed to features of the Alienware 15 such as the 15.3-inch WQXGA display with a 16:10 aspect ratio, a 165Hz refresh rate and Stealth Mode, which allows users to switch between gaming and a quieter productivity experience. He also highlighted Dell’s Cryo-Tech cooling system, which is designed to maintain stable performance during demanding gaming sessions.

At last, he explained, ‘When you combine the Alienware legacy, premium engineering and gaming-focused features, we believe Alienware continues to stand out as one of the strongest choices for gamers.’

Also read: Dell launches XPS 13 and Alienware 15 in India, price starts from Rs 79,990