Power Play: Asus and Dixon Join Forces to Dominate India’s Laptop Market by 2026

Image Source : OfficeChai

Taiwanese PC giant Asus is ramping up local manufacturing in collaboration with Indian electronics maker Dixon Technologies, aiming to become India's top consumer laptop brand by 2026. Leveraging double-digit growth, a robust offline retail push, and a dominant gaming segment presence, Asus plans to expand exclusive stores and boost locally made laptop sales under the government's PLI scheme.

Asus India is intensifying its 'Make in India' efforts, partnering with homegrown electronics manufacturer Dixon Technologies to locally produce notebooks. This strategic alliance aligns with India’s Production Linked Incentive (PLI) 2.0 scheme, boosting domestic laptop manufacturing capacity with an upcoming plant in Chennai capable of producing two million laptops annually.

Currently alternating between the first and second positions in India’s consumer PC market, Asus closed September 2025 with a 22% market share and projects strong growth during the festive season. The company’s aggressive expansion plan includes increasing exclusive physical stores to 400–450 by year-end 2026, up from around 320, supporting wider offline reach.

Gaming laptops, particularly in the premium NVIDIA RTX 5000 series, remain Asus’s growth engine with a 25–30% market share in India’s gaming segment, commanding over 60–70% in premium categories. The launch of globally synchronized products like the ROG Xbox Ally reflects Asus’s commitment to making India a priority market for cutting-edge tech.

Key highlights:

Asus India targets double-digit growth, aiming to be No. 1 consumer laptop brand by 2026.
Partnership with Dixon Technologies enables local manufacturing of up to two million laptops annually.
Expansion plan includes 400–450 exclusive stores across India to boost offline presence.
Leading gaming laptop market share (25–30%) with dominance in premium segments (60–70%).
PLI scheme 2.0 provides incentives to enhance 'Make in India' production capabilities.
Focus on rolling out latest technologies in India simultaneously with global launches.
Growth momentum already surpassing initial targets with over 40% YoY increase in festive season sales.
Strategic emphasis on AI-powered, cloud-ready laptops aligned with global digital trends.

Asus’s growth story reflects a powerful mix of local manufacturing, strong retail expansion, and a thriving gaming ecosystem positioned to propel it to the summit of India’s highly competitive laptop market.

Sources: Moneycontrol, Economic Times, Business Standard

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