Taiwanese technology leader ASUS has reported a notably strong performance in South India, posting a 25% year on year growth in 2025. When viewed over a slightly longer horizon, the numbers look even more encouraging, with the company achieving a cumulative growth of 40% between 2023 and 2025. This comes at a time when the global PC market has been anything but stable, which perhaps makes the regional performance stand out even more.
Speaking from Bengaluru, the company highlighted that its growth story in the southern states has been shaped largely by a sharper focus on premium gaming hardware and the steadily emerging AI PC category. While overall PC demand has seen its ups and downs post pandemic, ASUS appears to have found a fairly resilient audience in South India, especially among users looking for performance driven machines that can handle both work and entertainment.
Key Takeaways
- Regional Growth: ASUS recorded 25% YoY growth in South India in 2025, with a 40% cumulative increase over the last three years.
- Top States: Tamil Nadu led with 35% of total regional growth, followed by Kerala at 25%.
- Product Mix: Consumer notebooks contributed 57% of sales, while gaming laptops accounted for 40%.
- Retail Strategy: The launch of ROG Labs in Bengaluru introduced a more immersive, hands on retail experience for gamers.
- Future Focus: In 2026, ASUS plans to double down on AI integrated PCs and premium consumer notebooks.
State Wise Performance and Market Trends
Growth across South India was not evenly distributed, which is usually the case in a market this diverse. Tamil Nadu emerged as the strongest contributor, accounting for 35% of overall regional growth. This performance seems closely linked to ASUS investing heavily in exclusive physical stores and strengthening its offline retail presence. In many ways, this aligns well with how Indian consumers still prefer to see and try devices before committing to a purchase.
Kerala followed with a 25% growth contribution, supported largely by strong festive season demand. Andhra Pradesh and Karnataka also posted steady numbers, contributing 23% and 8% growth respectively. While these figures are comparatively smaller, they still point to consistent momentum rather than short term spikes.
On the broader market front, the total addressable PC market in India has seen some fluctuation after the pandemic surge tapered off. Yet, according to GFK data, ASUS managed to grow its market share even as the wider industry slowed down. That likely suggests a stronger brand pull, particularly among users who are willing to pay more for performance, reliability, and features that go beyond basic computing.
Categories Driving the Numbers
Consumer notebooks continue to be the backbone of ASUS sales in South India, making up 57% of total volumes. These devices cater to a wide audience, from students to working professionals, and remain a relatively safe bet in most regional markets.
That said, the gaming segment is not far behind, contributing a substantial 40%. Demand for gaming laptops has been especially strong in Tamil Nadu and Kerala. Interestingly, many buyers in these states are not just gamers. Quite a few professionals opt for gaming notebooks because they can handle intensive workloads such as video editing, 3D rendering, and coding without slowing down. The line between a gaming laptop and a high performance work machine feels increasingly blurred.
ASUS has also started pushing harder into the AI PC segment. These systems are designed with dedicated hardware to handle artificial intelligence tasks locally on the device. According to Arnold Su, Vice President of Consumer and Gaming PC at ASUS India, making advanced technology more accessible remains a core objective. His comments suggest that the company sees premium and AI ready devices not as niche products, but as the next logical step for mainstream users who want smarter, more efficient machines.
New Retail Formats in Bengaluru
Recognising that Indian buyers often prefer a physical, hands on experience, ASUS recently opened ROG Labs in Jayanagar, Bengaluru. This two floor retail space is the first of its kind for the brand in India. One of its standout features is the dedicated ROGVerse gaming zone, where visitors can play AAA titles on the latest hardware. For many gamers, this sort of experience probably does more than any spec sheet ever could.
The store also includes an in house service centre and an ASUS Select section that offers certified refurbished products. Together, these elements help ASUS engage more directly with its community, particularly gamers who value both performance and after sales support.
Frequently Asked Questions
Q1: What is an AI PC and why is ASUS focusing on them?
A1: An AI PC includes a built in Neural Processing Unit, or NPU, which allows AI tasks to run faster and more privately on the device itself. ASUS is focusing on this category because it improves everyday tasks such as live captions, image generation, and smarter battery management.
Q2: Where can I experience ASUS gaming products in South India?
A2: You can visit the new ROG Labs in Bengaluru or explore any of the 320 plus ASUS exclusive stores across India. Most of these locations offer demo zones for Republic of Gamers and TUF Gaming laptops.
Q3: Which state in South India has the highest ASUS growth?
A3: Tamil Nadu currently leads with 35% of regional growth, followed by Kerala at 25%.
Q4: Are gaming laptops only meant for gamers?
A4: Not really. Many professionals in India choose gaming laptops for demanding tasks like 3D rendering, programming, and video editing, largely because of their stronger processors and superior cooling systems.
Q5: What are ASUS’s plans for 2026?
A5: The company plans to expand further in India by focusing on premium notebooks and scaling its portfolio of AI native devices, aiming to serve both professionals and performance focused consumers more effectively.
