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Asus India aims to launch 100 stores by end of 2023

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Shiv Joshi
Shiv Joshi
An editor with over 20 years of experience across industry verticals and content formats from tabloids to magazines, he is the Deputy Group Managing Editor at Images Group.

The new Asus India stores will be in IT clusters across the country; 50% in tier 1 and remaining 50% in emerging markets

New Delhi: The Indian arm of the multinational technology major Asus is planning to add 100 Asus-branded stores, taking the total number of stores to 300 stores by 2023, a company official said on Tuesday.

“We have a clear strategy with regard to retail expansion. Our strategy is to cover IT clusters. Out of the 100 new stores that we are planning to open in 2023, 50% will be in IT clusters and upcoming malls in tier 1 cities, the rest in IT clusters in emerging markets based on our internal review,” Jignesh Bhavsar, Asus India’s national sales manager said while launching the company’s Asus Pegasus store at the IT hub of Nehru Place in New Delhi on Tuesday.

The 600 sq. ft. store is the 19th Asus store in New Delhi, its sixth in Nehru place and the third store in New Delhi with the Asus Pegasus branding—stores with premium design.

He added that of the stores that the company is planning to open this year, 10 will be in Delhi. The company already has six stores in the other NCR cities, two in Noida, two in Faridabad and two in Gurugram.

Speaking about the expansion, Arnold Su, Business Head, Consumer and Gaming PC, System Business Group, ASUS India, said, “Over the years, we have received an overwhelming response to our offerings from consumers and the larger community in India. To further enhance our experiential journey for the consumers, we are delighted to announce our third Pegasus outlet in Delhi.”

Typically, the size of Asus stores ranges from 300 sq. ft. to over 600 sq. ft and the stores are run on a franchise-owned, company-operated model. Bhavsar informed that the average sales price of its stores in the last three years has been about Rs50,000 – Rs55,000.

Speaking about the retail mix, Bhavsar said, “We differentiate retail into modern trade (large format retail or LFRs and online) and general trade (high streets and other consumer markets), both claim 50% each of our retail business. Within general trade, MBOs and exclusive stores contribute 30%. The market is such that 30% of business is catered to by e-commerce, 15-17% by LFRs and the rest by offline general trade,” he explained.

With regards to the product mix, the company sells laptops, desktops and accessories through physical retail for a touch-and-feel experience and phones are exclusively sold through online channels.

ASUS is a multinational company known for motherboards, PCs, monitors, graphics cards, and routers. It also has an expanding range of gaming, content-creation, and AIoT solutions. It has a global workforce that includes more than 5,000 R&D professionals.

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