ASUS reported sustained growth across South India, recording approximately 40% cumulative growth between 2023 and 2025. The brand maintained an upward trend despite a challenging and volatile PC market.
Regional Performance
ASUS said it recorded 25% year-on-year growth in South India in 2025, exceeding overall industry performance. According to GFK, while the overall market TAM (Total Addressable Market) declined after the pandemic surge, ASUS expanded its market share, supported by strong channel networks and category presence.
State-wise contributions were as follows:
- Tamil Nadu: Led growth with 35% of the region’s total, driven by offline presence and performance of exclusive stores.
- Kerala: Recorded 25% YoY growth, aided by festive demand and channel execution.
- Andhra Pradesh: Contributed 23% YoY growth.
- Karnataka: Added 8% YoY growth.
Category Performance
Consumer notebooks accounted for 57% of total volumes, remaining the primary growth driver. Gaming PCs contributed 40% of sales, with gaming notebooks performing strongly in Tamil Nadu and Kerala, reinforcing ASUS’ leadership in high-performance segments.
Retail Strategy
Quarterly performance was supported by festive demand and ASUS’ retail network, which contributed to share gains in regional markets. Recognizing the significance of physical retail interactions in India, ASUS introduced ROG Labs, its gaming-focused premium experience format, in Bengaluru.
Outlook
Despite a declining market TAM, ASUS grew faster than the overall industry in South India. Continued gains are expected through consumer notebooks and gaming PCs, combined with channel-led execution and retail initiatives such as ROG Labs.
Commenting on the performance, Arnold Su, Vice President, Consumer & Gaming PC, System Business Group, ASUS India, said:
Every region in India requires a tailored go-to-market strategy that considers the different nuances but is unified with a vision to extend state-of-the-art technology to our customers. From AI PCs and premium gaming and consumer notebooks, our efforts have been focused on making the right technology accessible to more consumers.
We are elated to share that ASUS in southern markets of India has witnessed consistent and strong growth that has defied market volatility. As we move forward in 2026, our priority remains building scale, with a sharper focus on AI PCs and the premium segment.