Asus In Talks With Local EMS Players To Manufacture Laptops In India

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Arnold Su, Business Head, ASUS India informed that the company is looking to tap into the IT Hardware PLI scheme, for which it is imperative to work with local EMS players

Aiming to capture 20 per cent market share in the consumer laptop segment this year, electronics brand Asus is reportedly holding discussions with domestic EMS players to begin manufacturing its laptops in India.

In a conversation with Economic Times, Arnold Su, Business Head, Consumer and Gaming PC, System Business Group, ASUS India informed that the company is looking to tap into the production-linked incentive (PLI) scheme for IT hardware, for which it is imperative to work with local EMS players.

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“We are working with our EMS to align with the PLI scheme with the government. The talks are already ongoing. We don’t have a precise timeline, but we want to make it happen as early as possible,” Su added.

Talking about the company’s market share, he said that the company’s market share in the entire consumer PC was around 9 per cent in Q2 2021

In the consumer laptop segment, Asus reached 10 per cent market share in Q2 2021. Arnold said that for the third quarter, Asus is expected to report 30% year-on-year growth. “In terms of gaming, there is close to 60% year over year growth expected in Q3.”

Su further added that India is the biggest consumer PC market in the entire Asia Pacific and a very important market for Asus as well, for which the Taiwanese company is aiming to capture 20 percent market share in the consumer laptop segment in India this year.

India’s PC penetration ratio is still very low at around 10%, he said, adding that the pandemic has driven the growth for PCs and laptops. “So, there is a very big opportunity for all the PC makers to further invest in India to do business and meet the spike in demand.

The company is also betting big on the gaming PC market in India with its ROG range. “India’s PC gaming sales increased almost by 15 times. So this is surely the most important growth engine for all PC makers and ASUS is pretty strong in the gaming segment,” he said.

On competition, Arnold said that the entry of more players will make the market much bigger as the PC penetration level is already very low.

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