In today’s fast-moving PC and gaming market, staying relevant isn’t just about launching powerful machines. Rather, it’s about understanding what users really want and constantly evolving with them. That’s where strong and hands-on leadership makes all the difference.
One such leader is Arnold Su, Vice President, Consumer & Gaming PC, System Business Group at ASUS India. With more than 14 years at ASUS India, Arnold has been instrumental in steering the brand’s growth story in the Indian market. His expertise spans driving P&L performance, building strong brand equity, transforming retail experiences and leading high-impact sales and distribution strategies.
To understand his approach better, we sat down with Arnold for an exclusive conversation. He shares insights on the company’s vision, its approach to innovation and the challenges of navigating an increasingly competitive market. From evolving consumer needs to the future of connected devices, Arnold offers a closer look at what lies ahead and how ASUS India plans to stay ahead of the curve.
Thank you, it’s a pleasure to be part of this conversation.
India has been one of the most exciting and strategically important markets for ASUS. When we look at our journey here, the evolution has been driven by a combination of strong consumer demand, a rapidly expanding digital ecosystem, and our consistent focus on strengthening both product innovation and channel reach.
Over the past few years, we have seen encouraging momentum across multiple segments. For instance, in the South region alone, ASUS recorded nearly 40% cumulative growth between 2023 and 2025, including 25% year-on-year growth in 2025, even during a period when the broader PC market experienced volatility. This reflects the growing trust consumers and partners have placed in the brand.
At the same time, our gaming ecosystem has continued to scale strongly. Through the ROG portfolio, which is recognised as the world’s leading gaming brand, we have been able to build a strong connection with India’s rapidly expanding gaming community while also reinforcing our leadership in high-performance computing.
What has been particularly encouraging is the way ASUS has evolved in perception within the Indian market. From being seen primarily as a technology enthusiast brand, we have grown into a much more mainstream and trusted PC brand across consumer, gaming, creator and Desktop segments. Today, our portfolio spans premium laptops, gaming systems, creator-focused devices, and a growing range of desktops and All-in-One PCs.
Looking ahead, the opportunity in India remains immense. PC penetration is still relatively low compared to developed markets, which means the growth potential is significant as more students, professionals, entrepreneurs, and creators adopt computing devices as essential tools for productivity and digital expression. The emergence of AI-powered PCs, the rapid expansion of the creator economy, and the continued growth of gaming and digital entrepreneurship will further accelerate this adoption.
For ASUS, the focus will remain on combining global innovation and bringing the same to our Indian consumers at the same time strong local execution, ensuring that we continue to deliver technology that is not only cutting-edge but also closely aligned with how people in India work, learn, and create.
India is a uniquely complex and opportunity rich market and scaling a technology brand here requires a very different approach compared to many global markets. Often, companies try to replicate growth playbooks from markets like the United States or China, but the Indian market operates very differently in terms of price, retail structure, and PC penetration levels.
India still has significantly lower PC penetration compared to developed economies, which means the opportunity lies not just in premiumisation but also in expanding access and building trust with first-time and upgrading users. With that understanding, our strategy focused on building strong fundamentals rather than chasing short-term gains.
One of the most important decisions was expanding our retail footprint across the country. India remains a deeply retail-driven market for technology purchases, where consumers value hands-on experience before making a decision. We invested significantly in strengthening our offline presence through exclusive stores, partner outlets, and wider distribution across Tier 2 and Tier 3 markets. This allowed us to reach new consumer segments while also strengthening brand visibility.
Another key decision has always been on ensuring that Indian consumers get access to the latest global innovations without delay. Over the past few years, we have consistently brought cutting-edge technologies to India in close alignment with global launches from introducing Copilot+ PCs in 2024, to enabling next-generation gaming experiences with devices powered by the RTX 5000 series GPUs in 2025 and expanding our premium ecosystem with the Creator Series lineup in 2026. We have also continued to push boundaries in handheld gaming with devices such as the ROG Xbox Ally. By bringing these technologies to India at the same time, we aim to empower creators, gamers, and everyday users with the same advanced experiences available in global markets. At the same time, this approach strengthens ASUS positioning as a brand that consistently delivers innovation first, helping us build a strong and forward-looking brand image in India.
The third strategic focus was ensuring strong product availability and a seamless purchase journey across channels. In a diverse market like India, it is important that consumers can easily access ASUS products whether through retail stores or leading online platforms. We worked closely with our partners to ensure our portfolio is readily available across our retail network as well as e-commerce platforms. At the same time, we have introduced initiatives such as ASUS Live, ROGVerse, ProArt Meet and more that help consumers better understand our products and ecosystem. These platforms allow users to engage with our technologies and communities, making the purchase journey simpler and more informed.
Together, these decisions helped us build a strong and balanced ecosystem around the brand, enabling ASUS to grow from a niche player into one of the leading consumer PC brands in the country.
India’s PC market where growth is being driven by a combination of digital adoption, a young and aspirational consumer base, and the rapid formalisation of small businesses and home offices. Because of this, ASUS India’s approach places strong emphasis on building products that balance performance, practicality, and accessibility.
Unlike some mature global markets where computing devices are largely individual purchases, in India a single device often serves multiple users and purposes within a household or workspace. This influences how we position our products focusing on versatility, reliability, and long-term value rather than just individual use cases.
Pricing strategy also requires careful localisation. While we maintain the same global design and engineering standards, we work closely with our regional teams to ensure configurations are optimised for Indian consumers. This includes offering balanced specifications, flexible storage and memory options, and price points that align with the expectations of both emerging users and performance-driven buyers.
At the same time, India is increasingly becoming a market for premium and innovation-led devices as well. Products such as [example: Zenbook, ProArt, or premium AiO models] demonstrate how Indian consumers are willing to invest in advanced technology when it delivers meaningful improvements in productivity, creativity, or everyday convenience.
Ultimately, our strategy in India focuses on combining global innovation with strong local relevance, ensuring that products are both technologically advanced and aligned with the way Indian users actually work, learn, and create.
What we are seeing increasingly is that AiOs are being positioned not just as desktop replacements, but as central productivity hubs within homes and workspaces. Its large displays support multitasking, video collaboration, and content consumption more comfortably, while the integrated design reduces cable clutter and simplifies setup.
AI is now adding another important dimension to this category. AI-enabled features such as noise cancellation, intelligent camera enhancements, performance optimisation, and workflow assistance are making devices more responsive to how people actually work and communicate. As AI capabilities continue to evolve, AiOs will be able to support more intelligent workloads such as real-time video processing, content creation, and local AI inferencing directly on the device.
With products such as the ASUS AiO V670 and V470, we are integrating these capabilities while also focusing on refined design, strong processing performance, and large immersive displays that make the system equally suitable for professional tasks, learning environments, and entertainment.
Over time, we expect AiOs to play a stronger role in homes, studios, and collaborative workspaces where users want powerful computing without the complexity of traditional multi-component setups.
We have already seen a similar transition in the PC industry over the past decade, where many users moved from traditional desktops to laptops as mobility and convenience became more important. However, desktops have continued to remain relevant for users who require higher computing power, long-term scalability, or specialised workloads.
In India, this dynamic also varies across regions. In metro cities, power users and professionals often continue to prefer traditional desktops for performance-intensive tasks. But at the same time, a large and growing segment of consumers, particularly households, home offices, and small businesses, are looking for computing setups that are powerful yet simple, clean, and space-efficient.
This is where All-in-One PCs are becoming increasingly relevant. AiOs deliver a full desktop-class experience while integrating the display and hardware into a single system, significantly reducing cable clutter and making them easier to set up in modern homes and workspaces.
At ASUS, we have seen encouraging traction in this category with products such as the V400 and V600 series AiO PCs, which combine powerful performance with a sleek, minimalist design. With features like slim profiles, immersive NanoEdge displays, and balanced processing capabilities, these devices are designed to fit naturally into both professional environments and contemporary home setups.
We are also seeing growing adoption in Tier II and Tier III cities, where AiOs often become shared computing systems within households, supporting everything from work and online learning to entertainment and creative activities.
While laptops remain the primary device for mobility, AiOs are gaining strong relevance as fixed, shared systems that offer larger displays, reliable performance, and clutter-free experience. This reflects a broader behavioural shift where Indian households are not only buying technology for a single individual or purpose, but for multiple users and use cases. A single AiO today may support office work during the day, online learning for students in the afternoon, and content consumption or creative pursuits in the evening. This evolution has been accelerated by structural changes such as hybrid work, digital education, and the continued formalisation of home workspaces. The government’s ongoing focus on digital infrastructure and skilling is further strengthening the foundation for deeper technology adoption across Indian homes. What is particularly distinctive in India is the way computing devices are integrated into shared living environments. Unlike some global markets, where AiOs are often positioned as individual lifestyle devices, in India they are increasingly valued as family or shared productivity hubs. Consumers prioritise ease of use, space efficiency, and the ability to support diverse needs from professional work and entrepreneurship to education and entertainment. In the Desktop (CDT) segment, there has been renewed interest from entrepreneurs, SOHOs, and small businesses that require dependable performance for accounting, operations, design, or customer-facing functions. As more businesses formalise digitally, stable and scalable computing infrastructure becomes essential. This reflects a broader behavioural shift where computing is no longer just personal, it is becoming foundational to the household and small business ecosystem.
The AiO category is becoming an increasingly important part of our broader consumer PC strategy in India, particularly as users look for computing solutions that combine performance, simplicity, and space-efficient design. Over the past year, we have already seen strong momentum in this segment, with ASUS recording close to 98% year-on-year growth in the AiO category, reflecting the growing demand from both households and small business users.
Looking ahead to 2026, our focus will be on expanding the AiO portfolio across multiple price segments so that we can address a wider spectrum of user needs, from entry-level systems for first-time PC users and students to more powerful configurations suited for professionals, creators, and business environments.
AI will also play a significant role in shaping the next generation of AiO devices. As the industry moves towards AI-native computing, we expect to introduce Copilot+ PC powered AiOs that can support on-device AI workloads, intelligent system optimisation, and more advanced productivity features. These capabilities will make AiOs not just computing devices, but smarter systems that actively support how users work and collaborate.
In addition, ASUS is also working closely with ecosystem partners to bring new processor platforms into the AiO category, including plans to introduce the world’s first Qualcomm-powered AiO PC in India, further expanding the performance and efficiency possibilities within this segment.
Overall, we see the AiO category continuing to evolve as an important computing hub for homes, studios, and small workspaces. With growing consumer interest and the increasing role of AI in everyday computing, our goal is to continue strengthening our portfolio and significantly expand ASUS’ presence in this segment by 2027.
At ASUS, our approach to innovation has always been about identifying shifts in user behaviour early and building products that respond to those needs. In many ways, the move toward AI-powered PCs is a continuation of this philosophy. Our focus has been on making advanced computing experiences more accessible across different user segments rather than limiting them to a niche category.
For instance, in the consumer laptop segment, we recognised that younger users increasingly view their devices as an extension of their personality. This insight led us to introduce the multi-colour Vivobook lineup, with distinctive shades such as Salvia Green and BFF Peachy. While several brands have begun exploring similar ideas more recently, we identified this demand early and launched the colourful Vivobook series to make everyday laptops more expressive and personal.
Similarly, we were among the first PC brands to introduce a dedicated lineup for creators through the ProArt series. As the creator economy expanded, we saw growing demand for devices capable of handling demanding creative workflows such as video editing, 3D design, and visual production. Our recent collaboration with GoPro around the ProArt ecosystem is an example of how we continue to strengthen this creator-focused approach by enabling professionals to produce high-quality content with powerful yet portable devices.
In the gaming segment as well, ASUS identified the opportunity early. At a time when many PC gamers were still assembling their own systems, we were among the first brands to introduce high-performance gaming laptops that could deliver a comparable experience in a portable format. Over the years, this has helped ROG build a strong connection with the gaming community, eventually becoming one of the most recognised high-performance computing brands globally. Today, gaming laptops are no longer used only for playing games—they are also powering demanding tasks such as content creation, design, and software development. With ROG, we continue to design systems capable of handling AAA gaming titles as well as heavy creative and professional workloads.
At the same time, we are extending innovation across other form factors as well. Our All-in-One PC portfolio, including the latest V600 series, reflects how AI-powered capabilities can enhance everyday computing experiences for SMBs, SOHOs, solopreneurs, students, and home users. These devices combine clean, space-efficient design with intelligent features that improve productivity, communication, and performance.
Ultimately, our goal is to make AI-powered computing accessible across our entire portfolio—from consumer laptops and creator devices to gaming systems and AiO PCs. As AI becomes more deeply integrated into everyday workflows, we believe the next generation of PCs will not just be faster machines, but smarter systems that actively support how people work, create, and collaborate.
Over the next few years, the biggest driver for AI PC upgrades in India will be practical, everyday use cases that make computing faster, simpler, and more personalised. Rather than being seen as a futuristic feature, AI will increasingly become a natural part of how people work, learn, and create on their devices.
One of the most immediate use cases will be AI-driven productivity tools. Features such as real-time transcription, automatic meeting summaries, intelligent document formatting, and contextual assistance can significantly improve efficiency for students, professionals, and entrepreneurs who spend a large portion of their day working on documents, presentations, or online meetings.
Another important area will be AI-powered creativity. With generative AI tools becoming more integrated into PCs, users will be able to generate images, edit videos, enhance photos, or even create presentations using simple natural language prompts. This dramatically lowers the barrier for content creation and allows creators, students, and professionals to produce high-quality work without needing advanced technical expertise.
We will also see AI play a role in system-level optimisation. AI-assisted performance management can automatically allocate system resources depending on the user’s workload, improving responsiveness, thermal efficiency, and battery life. In practice, this means the device becomes smarter at adapting to how the user works.
A key enabler behind these experiences will be the shift toward AI PCs with dedicated NPUs. These specialised processors allow AI workloads to run locally on the device rather than relying entirely on the cloud. This not only delivers faster performance but also improves privacy and enables seamless functionality even in environments with limited connectivity.
As these capabilities become more integrated into everyday workflows, we believe AI will become a strong motivator for users to upgrade their PCs over the next few years. The value will come not just from more powerful hardware, but from devices that actively help users save time, simplify tasks, and unlock new creative possibilities
In the near term, AI PCs will likely coexist with traditional laptops as a more advanced segment, but over time we expect them to become the mainstream standard. A useful comparison is the smartphone revolution, when smartphones were first introduced, they were positioned as premium devices with advanced capabilities, while feature phones continued to dominate the market. However, as technology matured and use cases became clearer, smartphones gradually became the default device for most users. We see a similar trajectory for AI PCs. As AI-powered features such as on-device assistance, productivity automation, and intelligent system optimization become more relevant to everyday workflows, adoption will steadily increase. Over the next few years, AI PCs will move from being a specialised or premium category to becoming the natural evolution of personal computing.
Indian consumers today are becoming increasingly balanced in how they evaluate laptops, with performance and design both playing an important role in purchase decisions. While the target audience for high-performance devices and design-led products may differ, we are seeing that users who prioritise powerful performance also appreciate thoughtful design, portability, and overall user experience. Battery life and hybrid work capabilities have also become key decision factors, as many consumers need devices that can seamlessly transition between work, learning, and personal use throughout the day. Keeping this evolving preference in mind, we have introduced products such as the Kojima Edition ROG Flow Z13, which combines cutting-edge performance with a distinctive design philosophy, demonstrating that powerful machines can also deliver a unique and premium aesthetic experience.
We follow a strong omnichannel strategy where online and offline channels play distinct but complementary roles. E-commerce helps us scale new launches quickly and reach digitally native consumers, while offline retail remains critical in India, especially in Tier II and Tier III markets, where many first-time or family buyers rely on store partners for guidance on configurations and use cases. Demand is increasingly coming from smaller cities driven by digital education, creators, and entrepreneurship, which makes regional retail expansion important. At the same time, our 20 dedicated ROG stores create immersive gaming experience zones for enthusiasts. Overall, ASUS has built a strong footprint with 320+ exclusive stores and presence across 5,000+ multi-brand outlets covering 624 districts.
Going forward, the biggest innovation in laptops will not just be about making devices thinner or more powerful, but about designing machines specifically for different user communities and workflows. We strongly believe that laptops should be purpose-built for the people who use them rather than adopting a one-size-fits-all approach. For instance, creators require systems that prioritize color accuracy, rendering performance, and workflow tools, which is why we built the ProArt series by first understanding how creators actually work and the tools they rely on in their daily workflow.
Similarly, for professionals and students who prioritize portability and premium design, our Zenbook lineup focuses on ultra-thin form factors, high-quality displays, and long battery life. For gamers and performance enthusiasts, the ROG series is built to handle demanding workloads and AAA gaming experiences. Beyond laptops, categories like All-in-One PCs are also evolving to serve families, offices, and shared computing environments where clean design and powerful performance come together.
As computing continues to evolve with AI, we believe the next generation of devices will be defined by AI-powered capabilities, form factor innovation, and most importantly, devices that are deeply aligned with the needs of specific user groups rather than generic hardware designed for the masses.
One of ASUS’s biggest differentiators is our ability to bring global innovation to the Indian market at the same time as other leading regions, ensuring that Indian consumers have access to the latest technology without delay. We see India as a priority market, and our approach has always been to empower users here with cutting-edge advancements, whether it is AI-powered PCs, high-performance gaming devices, or creator-focused machines, so they can stay ahead of the curve. At the same time, our portfolio strategy allows us to cater to the diverse and evolving needs of Indian consumers. From affordable everyday laptops and premium ultraportables to gaming devices, creator machines, and solutions for SMBs and professionals, we offer products across multiple price segments and use cases. This combination of global innovation, broad portfolio depth, and strong understanding of the Indian market allows ASUS to remain highly relevant in such a competitive landscape.
Over the past decade, my leadership style has evolved significantly, largely shaped by my early experience in channel sales and working closely with markets across India. When I started my career, I spent a lot of time travelling across cities and smaller towns, interacting with partners and customers to understand how people actually use technology. That experience taught me that real market insights often come from being on the ground rather than only relying on reports. As I moved into larger leadership roles, my approach also shifted from trying to personally solve every problem to focusing more on empowering teams and bringing different functions together toward a clear goal. In a fast-moving technology industry, it is impossible for one person to know everything, so my role today is to enable specialists within the organisation to perform at their best while aligning their efforts with the broader strategy. This balance between market understanding, team empowerment, and clear direction has been an important part of how I approach leadership today.
Answer. The ROG gaming series and ZenBook ultrabooks are among the most popular choices.
Answer. Yes, Asus offers ROG Phone models in India, designed for high‑performance gaming.
Answer. Absolutely, Asus sells gaming monitors, ProArt creator displays, and standard office monitors through its India store and partners.
Answer. Asus products are available via the official Asus India Store, Amazon, Flipkart and authorised retail outlets nationwide.
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