In this exclusive interview, Rajeev Ranjan, Editor, Digital Terminal, speaks with Vinay Shetty, Regional Director, Component Business, ASUS (India & South Asia). Vinay provides valuable insights into the booming PC component market in India, shedding light on the factors driving this growth, such as the rising demand from esports, AI-driven applications, and the expanding gaming and content creation communities. Vinay also discusses how ASUS has positioned itself at the forefront of the gaming and content creation segments
Rajeev: How do you see the growth of PC component market in India?
Vinay: In India, the PC component market has been growing steadily, thanks to the increasing aspirational value triggered by the growth of esports industry. In fact, the component industry saw a double-digit growth in many product lines. We expect this to continue, boosted by the exponentially high computing power demanded by AI-driven applications, an ever-expanding gaming community, and the demand for high-quality content creation. For Asus, this growth has been significantly promising and encouraging given the fact that while the traditional motherboard and GPU market remained slightly higher, good contribution from server products boosted the overall growth for us.
Rajeev: With demand for high-performance PC components increasing, how is ASUS catering specifically to the gaming and content creation segments?
Vinay: Asus has been a pioneer in the Gaming and Content creation segment well before the competition could join in. Our ROG and ProArt line of products have been trendsetters in gaming and creative applications respectively. ROG as a brand has been there for two decades now and that has set a precedent for others to join in and grow the eco system. High performance computing, which was once a niche segment, now has become a generic necessity and our sales primarily has a 50:50 ratio in the entry vs mid and high segments.
With robust overclocking support and stable thermal performance, ASUS components have been favourites in high-end gaming PC builds. Our ProArt line of components and peripherals provide content creators with the perfect tools for colour-critical applications such as photo/video editing and graphic design. With our close association with gaming and creator communities, ASUS has been able to incorporate custom solutions that these professionals demand.
Rajeev: How do you differentiate your components from those of other players in the Indian market, especially in terms of performance, price, and value?
Vinay: Asus values the views of its user and the product design starts with the user in mind. We cater to the need of every segment through the extensive list of SKUs in each chipset that is introduced to give every user in every segment the opportunity to explore and experience the latest technology and innovation. ASUS strives to be a premium player in every category we are present in, and we have been able to gain the trust of customers with our components being top performers in every segment. Our aim is to constantly provide that distinctive advantage our customers are always looking for and it is the user testimonial that encourages us to keep bringing in new solutions and technology to them.
Price is subjective in today’s world and our customers are willing to pay a premium for cutting-edge performance, top-notch reliability and genuine service. Hence ASUS endeavours to bring components that provide the best value for money in the long run with the latest features, reliable performance, best-in-class thermal efficiency and longevity.
Rajeev: Please tell about your channel strategy to accelerate the business growth in the region.
Vinay: Asus over the years has been a channel-driven brand and we value our partners’ effort and support in helping us reach our consumer. Traditional SI and VAR remain close to our business strategy. With commercial business booming, we have created a new vertical to address the commercial segment and VAR. Some of the products have been doing very well on the online space over the last few years.
Our ultimate goal is to foster a collaborative ecosystem that drives mutual growth and ensures exceptional value delivery to end customers. We are confident that this approach will accelerate our shared success in the region.
Rajeev: What initiatives is ASUS undertaking to strengthen customer engagement and build brand loyalty in India?
Vinay: As I already mentioned, at ASUS, our endeavour is to bring cutting-edge technology and top-level reliability to the customers. Hence our products speak for themselves. Once a customer experiences the products, it is not hard to ensure a long-lasting relationship with most of them upgrading to another ASUS product when it is time. However, to take this message to new customers, we constantly engage with gamers, creators, and system integrators who are opinion leaders in their chosen genres. These interactions also help us design and develop products and solutions tailormade to suit each community.
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