A deeper manufacturing alliance, greater local sourcing, and broader market ambitions are shaping ASUS’ India strategy as the company eyes accelerating production with Dixon.
Taiwanese laptop maker ASUS is expanding its manufacturing partnership with Dixon Technologies to increase local production and component sourcing in India, with domestically manufactured laptops expected to account for 30% of its sales this year.
The company said India-made laptops contributed around 10% of its domestic sales last year. Working with its electronics manufacturing services (EMS) partner Dixon, ASUS is now aiming to scale both production volumes and localisation of components used in laptop manufacturing as part of a broader strategy to strengthen its presence in the country.
Senior company executives said India has become ASUS’ largest market in the Asia-Pacific region and its third-largest globally, prompting the company to treat the country as a strategic ‘home market’. The localisation drive is expected to support faster response to market demand while aligning with the government’s push to expand electronics manufacturing within the country.
Alongside increased production, ASUS is widening its reach beyond major metropolitan centres. The company has expanded its presence to more than 620 districts and approximately 2000 talukas through a growing retail and service network. Executives noted that demand for premium and gaming laptops is rising in smaller cities, contributing to the company’s expansion plans.
According to ASUS, laptop shipments grew by around 30% in the first quarter of 2026, exceeding the overall market growth rate and helping increase its market share.
ASUS is also navigating higher hardware costs linked to memory, storage and artificial intelligence-related components. To address affordability concerns, the company has expanded financing options and instalment-based purchasing programmes.
Executives said ASUS has secured supply arrangements with major component suppliers and continues to diversify processor sourcing to reduce potential supply-chain risks.
Meanwhile, the focus on localisation aligns with Dixon Technologies’ broader outlook for India’s electronics manufacturing sector. Speaking at the Citi India Conference 2026, Dixon Chairman Sunil Vachani said exports, telecom equipment and data-centre infrastructure would drive the industry’s next phase of growth.
He said India currently accounts for about 3% of the global electronics market but has significant room to expand, supported by new manufacturing capacity, a stronger domestic component ecosystem and growing export opportunities.
While supply-chain disruptions and memory shortages have affected demand in some segments, Vachani said he expects conditions to improve over the coming quarters as additional global manufacturing capacity comes online. He also highlighted telecom products, IT hardware and data-centre infrastructure as major long-term opportunities for Indian manufacturers.
