Asus Accelerates 'Make-in-India' Push with New Laptop Assembly Facility and Ambitious Market Goals:

Taiwanese tech giant Asus is increasing its focus on India, looking to develop it into one of its principal worldwide manufacturing hubs. As part of its longstanding plans, Asus in collaboration with VVDN Technologies has opened a new laptop assembly plant in Manesar. This unit will focus on meeting the company's requirements for enterprise-grade laptops on top of the existing manufacturing partnerships with Dixon and Flex.

Developing India's Exports Potential

This is a significant milestone in Asus’ ‘Make in India’ vision. The firm claimed that by strengthening local capacities, it would be able to satisfy domestic market needs and use India as a base for global prodct exports. Dinesh Sharma, the company’s Vice President, emphasized that local manufacturing is core to building India’s capability system and that, exports will follow when the capacity is there.

Aggressive Growth Target in the Enterprise Market

Under this vision, Asus has one bold goal set for the next three years—to dethrone American rivals Dell and HP and become India’s foremost enterprise laptop brand. The company is actively constructing the needed sales, service, and even manufacturing infrastructure to reach this targeted goal.

Government Policies Fueling Manufacturing Momentum

The Asus executives applauded the Indian government's policies to curb imports and boost local manufacturing. They are currently operating under an import license regime for laptops, tablets, and PCs, with the open import regime lasting until 2025. This policy regime is moving the industry toward greater production consolidation in India.

Strategic Investments in Key Locations

VVDN Technologies has started assembling enterprise laptops in Manesar. Meanwhile, Dixon is producing consumer laptops from its Noida plant. These moves indicate that Asus is serious about further expanding and localization of its production in India. This will allow them to serve the market better, decrease costs, and enhance supply chain efficiency.

Adapting to Global Trade Realities

On global supply chain strategy, Asus conceded that the current tariff wars are inducing tinkering at the corporate level, especially the U.S.-China trade standoff. There is an increasing realization that India and Vietnam are becoming important alternatives with more conducive tariff regimes, especially since the U.S. places high duties on Chinese electronics but none on Indian imports.

Leadership in Commercial PCs of APAC

The firm's executives reiterated that their aim is to become the number one commercial PC brand in the APAC region and not just limit it to India. With its size, India continues to occupy a critical position in the region's goal.