Planning R&D centre in India: Asus Chairman
"We aspire to become a top technology brand in India... we are not immediately trying to get large volumes but want to be among top three players in India," chairman Jonney Shih told ET.
"We aspire to become a top technology brand in India... we are not immediately trying to get large volumes but want to be among top three players in India," chairman Jonney Shih told ET. He said Asus treats the Indian market as its home market.
The company on Wednesday launched its latest flagship smartphone, Asus 6Z, which was previously launched outside India as ZenFone 6. It had to change the name of the device following the Delhi High Court's order to restrain sales of all its products that carry the Zen branding.
The case involves Telecare Network, which owns Zen Mobiles. Telecare had filed a trademark infringement case against Asus for using the Zen branding for its smartphones.
Asus is expected to present its side on the next date of hearing.
Shih said he is happy with Asus' growth in India after it changed its strategy to become an online-first brand last year. It, however, continues to sell devices in multi-brand retail outlets.
Counterpoint Research said Asus did well in the January-March quarter of this year. Its lean portfolio with a focus on battery life and design in a competitive Rs 8,000-15,000 segment helped it to differentiate from the competition.
With Asus 6Z, the handset maker is trying to take on players like OnePlus in the premium segment.