MSI has emerged as a powerful force in gaming, creator, and high-performance computing solutions, backed by strong innovation and premium technology leadership. As demand rises across consumer and enterprise segments in India, the brand is accelerating its growth momentum. In an exclusive interaction with DT, Ashish M. Khokale, Marketing Head, MSI India, shares insights into the company’s robust performance, AI-led roadmap, partner ecosystem strategy, and business priorities for 2026.
Q: Please tell us about your overall business performance in 2025. What have been the most significant factors driving the company’s growth?
A: 2025 was a transformative year, defined by almost 50% surge in year-over-year growth. This trajectory was fuelled by a strategic overhaul of our leadership vision and the expansion of our talent pool. By aggressively scaling our marketing investments, we moved beyond brand awareness to actively capturing market share.
Our momentum was further solidified by the rapid adoption of the 'Powered By MSI' (PBM) ecosystem across end-user, iCafe, and co-working sectors. These segments have opened entirely new revenue streams, proving that when we innovate alongside our partners, we win together.
Beyond the numbers, we focused heavily on long-term customer loyalty. By increasing our service centre footprint and making customer satisfaction a core priority, we’ve built a foundation for sustainable growth. We aren't just selling products; we are delivering a reliable, end-to-end experience that our partners and users can trust.
Q: With AI becoming central to innovation, what does your 2026 product roadmap look like, particularly in terms of AI powered advancements?
A: In 2026, our roadmap transitions from individual components to a unified AI-Native Ecosystem. We are bridging the gap between hardware and intelligence by embedding AI directly into our Motherboards, RTX 50-Series GPUs, and Smart Power Supplies through the MSI Center App. With the MSI AI Engine and Frozr AI Cooling, systems will automatically optimize thermals and power delivery, providing AI-driven monitoring to ensure peak efficiency for today’s power-hungry AI workloads.
At the desktop level, we are leading the AI revolution by significantly expanding our commercial portfolio with the Cubi NUC AI+ Mini PCs and PRO DP Series, delivering businesses the “Click-to-Do” AI capabilities required for modern workflows.
A major milestone for us in India is the launch of the MSI EdgeXpert, our CES Innovation Award-winning personal AI supercomputer. Powered by the NVIDIA Grace Blackwell architecture, EdgeXpert enables enterprises and researchers to run massive AI models locally—ensuring data security, zero-latency performance, and offering up to 1000 AI TOPS of compute for local model training.
Together, with these advancements we are trying to mark a decisive step toward making AI practical, accessible, and transformative across both consumer and commercial segments.
Q: What concrete steps are you taking to further strengthen partner engagement and long-term channel collaboration?
A: Our 2026 commitment is centered on a single goal: Partner Success and End-User Satisfaction.
We are doubling down on practical initiatives that make the 'Powered by MSI' (PBM) ecosystem the easiest and most rewarding choice to sell and buy.
This year, we are scaling localized channel training and enhancing retail visibility through premium in-store décor and strategic POSM placements. To ensure consistent turnover, we are launching targeted end-user promotions and community activities designed to drive footfall directly into stores. From regional partner meets to lucrative sales incentive programs, we are providing our partners with the essential tools and momentum needed to convert traffic into long-term loyalty and mutual growth.
Q: How is your organization supporting the Make in India initiative, and what role does localization play in your future growth plans?
A: We are deeply aligned with the government’s Make in India vision, actively strengthening local manufacturing, nurturing supply chain partnerships, and investing in skill development to build a self-reliant ecosystem. Localization is at the heart of our growth strategy for the coming year through the make in India initiatives.
A major milestone in this journey is the upcoming launch of our locally manufactured MSI monitors, proudly made in India. These products not only showcase our commitment to domestic production but also bring world-class technology closer to Indian consumers, reinforcing MSI’s role as both globally competitive and locally relevant.
Q: What are your top strategic priorities for 2026 across revenue, expansion, and market positioning?
A: For 2026, our top strategic priorities at MSI are clear and focused. On the revenue front, our priority is to accelerate growth by expanding market share, strengthening our presence across the premium PC, gaming, creator, and business segments, and driving sustained sales of high-ASP products. In terms of expansion, we are introducing new product lines, especially Industrial PCs (IPC) and commercial solutions, with a dedicated focus on servers and High-Performance Computing (HPC). This will allow us to diversify beyond consumer gaming and strengthen our enterprise presence. Finally, for market positioning, our goal is to reinforce MSI as a premium and reliable brand that offers complete solutions for all PC desktop requirements.
Together, these priorities will enable us to scale revenue, broaden our portfolio, and deepen trust with both consumers and businesses in India.
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