ASUS Diverse Product Portfolio Caters to Wide Audience Across India

By: DT News Network
September, 20, 2019

In recent years, Indian customers have turned more tech-savvy due to the boost of digital demand in every aspect of life. The demand for a more powerful & innovative component to boost the machine’s performance has increased. The major components i.e. graphics card, motherboard, HDDs, SSDs, and Cabinets have a large demand in the market. Apart from internal components, other accessories such as Keyboard, Mouse, Headset, Microphones are also witnessing huge demand YOY.

But to fulfill this massive demand and to pitch the right product for customers is a very difficult task and requires an in-depth understanding of consumers’ needs and expectations. In the past few years, there is a massive shift in the market landscape and consumer behavior which brands need to observe carefully to plan their product strategy accurately.  But ASUS, a well-known tech brand has already got this in their DNA since its inception. “India as a country is vast and has always been very diverse in terms of consumer expectations. The requirement is varied – it’s actually not just a country but a continent in itself where we see the various socio-economic, geographies and demographics. The way we took this up was to pitch the product as per the need and demand of the specific market which was in turn backed by our Innovation and Product R&D team who created India specific products. Thus, we were able to grab the consumer’s attention and with the range of products ASUS has to offer, the challenges, it was worth every step of the way” says,  Vinay Shetty, ASUS Regional Director (India & South Asia), Component Business at ASUS while briefing about the growth journey of ASUS in component business in India. 

When Vinay Shetty joined ASUS, the company was looking for a leader who can set the long-term plan effectively for excellent results. He worked really hard in the last 13 years to boost the growth ASUS in the Indian market and make it one of the leading tech brands. The brand has dominated its presence in all segments under the leadership of Vinay Shetty, who is leading the brand for more than a decade now. Vinay reveals, “In my opinion, a brand gives an identity or prominence to an individual or a team, and not the other way round. What could I have achieved without the high profile brand image of ASUS which existed even before I joined the organisation? The Top leadership's vision, the Product teams design strength, the Marketing teams creative mind and the Service team’s relentless effort to provide the best service were the key contributors and were readily made available at my disposal to steer the organisation with the changing time and demand of the consumers.”

ASUS has a wide range of products and has been catering to the massive demand from all consumer segments. “Asus’s diverse product portfolio caters to a wide audience and as I mentioned earlier, it’s always based on the on-going trend. We bring in products or pitch products based on the global direction the company.  Currently, our new products include PC Cabinets, PSUs, CPU Coolers, Pico Projectors, ASUS Tinker Board which is a small Single Board Computer, External Storage, BLU Ray & Optical Disk drives, Stick PC or Pocket PC’s, Gaming Headsets, Keyboard and Mice, Streaming Microphones. This is apart from our existing offerings of Motherboards, Graphics cards, Monitors and Networking products” states Mr. Shetty. 

In recent years, the service providers are shrinking but at the same time the quality of products has scaled up thus reducing the RMA rate. But ASUS still ensures adequate remote location setups of the service center – more L4 repair locations – regular training and certification programs for the service engineers.

Channel partners have played a very crucial role in making ASUS undisputed leader in the Indian market. “Our partners are the backbone of the business model in India. They are real stakeholders of our success in the Indian market. ASUS has specific product promotions and marketing campaigns for both the categories of seller platforms. The balance they wish to maintain is the potential of converting sales at the counter for direct walk-ins with their marketing and similar visual content for the online buyers,” Vinay confirms.   

ASUS’s world-class computing products and service to be resonant with consumers and businesses alike, all under one brand name. ASUS’s Component business is still a promising vertical and with newer verticals like IOT included in the segment, it will help nurture their business immensely. “We have 9 product verticals and therefore the growth opportunity is endless in years to come as digitisation and smart cities projects are moving very aggressively,” concluded by Vinay. 

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