Asus accelerates ‘Make in India’ push with Dixon, targets No.1 consumer laptop brand slot by 2026

Taiwanese electronics giant Asus has intensified its ‘Make in India’ strategy by partnering with Dixon Technologies to locally manufacture laptops, aiming to become India’s top consumer laptop brand by 2026. The company, which currently alternates between the No.1 and No.2 positions in the overall consumer PC segment, closed September 2025 with a 22% market share and expects to outperform rivals in the festive quarter.

The partnership with Dixon Technologies under the revised Production-Linked Incentive (PLI) scheme for IT hardware will see Asus begin local production of mainstream laptop models from April 2025 at Dixon’s upcoming Chennai facility. Asus already works with Flextronics for select notebook models, but the Dixon tie-up marks a significant scale-up in domestic assembly.

Asus India – Strategic Expansion Timeline

Arnold Su, Vice President of Consumer & Gaming PC at Asus India, confirmed that the company is witnessing over 40% year-on-year growth in the first half of October, surpassing its initial 30% target. “We are fighting very closely with our rivals in the consumer space. Most likely, 2025 will close with Asus as the No.2 player. However, 2026 will be a critical year in which we have a real chance to challenge for the No.1 spot,” Su said.

Gaming continues to be Asus’s strongest growth pillar in India, with the brand commanding a 25–30% share of the gaming laptop market. In the premium gaming category, especially the NVIDIA RTX 5000 series, Asus holds over 60–70% market share, translating to one in every three gaming laptops sold in India being an Asus device.

Asus India – Market Share Snapshot (2025)

The company is also expanding its offline presence, targeting 400–450 exclusive stores by end-2026, up from 320 currently. Asus aims to leverage its retail network to boost visibility in Tier 2 and Tier 3 cities, where demand for gaming and mainstream laptops is surging.

Under the PLI scheme, Asus plans to address around 10% of India’s annual laptop shipments in the first year of local production. The company is also exploring sourcing components like memory modules and SSDs locally, although the Indian component ecosystem remains nascent.

Asus-Dixon Partnership – Local Manufacturing Goals

Asus is also eyeing government laptop and PC contracts starting 2025, competing with HP, Lenovo, and Acer. The company is evaluating a third EMS partner to manufacture commercial notebooks and meet the 50% local value addition criteria required for government tenders.

India remains Asus’s third-largest market globally and the largest in Asia-Pacific. The company’s aggressive product launches, including the ROG Xbox Ally and ROG Ally X, have been timed for simultaneous global and Indian release, underscoring its commitment to the domestic market.

Asus India – Growth Drivers for 2026

Social media platforms have responded positively to Asus’s Make in India push, with hashtags like #AsusIndia, #MakeInIndiaTech, and #DixonPartnership trending across Twitter/X and LinkedIn. Tech influencers and retail analysts have praised the brand’s strategic clarity and execution speed.

Public Sentiment – Social Media Buzz on Asus-Dixon Expansion

In conclusion, Asus’s intensified Make in India strategy with Dixon Technologies, combined with its dominance in gaming and aggressive retail expansion, positions the brand to challenge for the top consumer laptop slot by 2026. As local manufacturing scales and government contracts open up, Asus is poised to redefine India’s PC landscape.

Disclaimer: This article is based on publicly available corporate announcements, verified market data, and expert commentary. It does not constitute investment advice or brand endorsement. Readers are advised to follow updates from Asus India and official government portals for accurate information.