ASUS has defied market volatility with impressive performance in South India, recording 25% year-over-year growth in 2025 and 40% cumulative growth from 2023-2025. The Taiwanese tech giant announced on January 22, 2026, that it has emerged as one of the fastest-growing PC brands in the region, significantly outperforming the broader industry during a challenging market environment.
Table of Contents
ASUS South India Performance (2023-2025)
| Metric | Data |
|---|---|
| YoY Growth (2025) | 25% |
| Cumulative Growth (2023-2025) | ~40% |
| Top State Contributor | Tamil Nadu (35% of regional growth) |
| Kerala Growth | 25% YoY |
| Karnataka Growth | 8% YoY |
| Andhra Pradesh Growth | 23% YoY |
| Consumer NB Volume | 57% of total |
| Gaming PC Volume | 40% of total |
Regional Leadership Amid Market Decline
According to GFK data, while overall market TAM declined post-pandemic (2023-2024), ASUS continued gaining market share through stronger brand positioning, robust channel strength, and clear category leadership. The company’s performance demonstrates strategic execution in a contracting market.
“ASUS in southern markets has witnessed consistent and strong growth that has defied market volatility. As we move forward in 2026, our priority remains building scale, with sharper focus on AI PCs and premium segment,” said Arnold Su, Vice President, Consumer & Gaming PC, System Business Group, ASUS India.
Tamil Nadu Leads Regional Growth
Tamil Nadu emerged as the top contributor, driving 35% of South India’s overall growth, powered by strong offline presence and exclusive store performance. Kerala followed with 25% YoY growth, supported by robust festive demand and channel-led execution. Andhra Pradesh and Karnataka contributed steady gains of 23% and 8% respectively.
Consumer Notebooks and Gaming Drive Volumes
Consumer notebooks remained the primary growth engine, contributing 57% of total volumes, while gaming PCs accounted for 40%. Gaming notebooks performed exceptionally well in Tamil Nadu and Kerala, reinforcing ASUS’ leadership in high-performance and enthusiast segments.
The company elevated its retail strategy by launching ROG Labs in Bengaluru—a gaming-first premium experience format—acknowledging India’s high-experience market where touch-and-feel interactions strongly influence purchase decisions.
2026 Focus: AI PCs and Premium Segment
Moving forward, ASUS prioritizes scaling operations with sharper focus on AI PCs and premium notebooks, making state-of-the-art technology accessible to more consumers across South India’s diverse markets.
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FAQs
Which state contributed most to ASUS South India growth?
Tamil Nadu led with 35% of regional growth, driven by offline presence and exclusive stores.
What product categories drove ASUS growth in 2025?
Consumer notebooks (57% volume) and gaming PCs (40% volume) were primary growth engines.
