ASUS is looking to scale up its operations in India, targeting a 5% market share in the country. The Taiwanese vendor wants to double its local production capacity to 600,000 phones this year, with Foxconn handling the actual assembly. To increase its presence in the market, ASUS will launch budget phones in the sub-₹6,000 segment and mid-tier handsets that will retail for over ₹20,000.
Speaking to ET Tech, ASUS' Regional Head for South Asia and India Peter Chang said:
Internally, we're thinking we should make India as our home base, especially in smartphones. We would be doubling our marketing budget this year, from 2-3% of revenue, because we want to have 5% market share. Asus Corporate will support some extra funding on top of our profit and loss, to increase our marketing.
Chang also talked about the challenges in setting up a base in India:
Vivo and Oppo have a big home base, they can take from home and invest in India. For us, it's difficult to compete the same way... we have no way back.