"ASUS Expands Presence in South India with New Store Opening in Bengaluru"

ASUS, the Taiwanese PC manufacturer, is expanding its footprint in South India with the launch of a new store in Bengaluru. This addition brings the company’s total to 12 exclusive brand stores (EBO) and one Republic of Gamers (ROG) store in the city, showcasing a range of ASUS products, including a dedicated experiential space for gamers.

"South India is a critical market for ASUS, and we have a substantial presence in the region. We plan to open 50 more stores across India by the end of 2024, focusing on expanding our retail chain in the Southern region," said Arnold Su, Vice President of Consumer & Gaming PC, System Business Group, ASUS India.

ASUS aims to enhance its retail presence further by targeting taluks, intending to enter each district methodically. “While this will require time and effort, it is a crucial part of our expansion strategy,” he added.

The company's long-term goal is to establish a presence in every taluk by 2027-28. Due to the smaller business volume in these areas, ASUS plans to collaborate with dealers rather than opening exclusive stores. Currently, 50% of its dealers operate in tier 4 to tier 6 cities.

Arnold emphasized the significance of tier 2, tier 3, tier 4, and tier 6 cities in the brand’s strategy. "Currently, 30% of our stores are in tier 1 cities, while another 45% are in tier 2 and tier 3 cities. The remaining 25% are located in tier 4 to tier 6," he noted.

ASUS has established stores in 423 districts and aims to expand to approximately 500 districts by partnering with local dealers. By the end of 2025, the company plans to extend its reach to 600 districts.

Having increased its market share from 6% to 18%, ASUS aims to capture 25-30% of the consumer PC segment in India. The company manufactures its products globally through electronics manufacturing services (EMS) partners, including Flextronics and newly onboarded Dixon Technology in India. "We will continue to work with our EMS partners to increase manufacturing in India," Arnold affirmed.

HBL