Asus adds to India distribution muscle with Ingram Micro deal

Taiwanese peripherals and laptop maker Asus has signed on a second India-wide distributor to expand its reach across the market.

Along with existing distributor Rashi Peripherals, Ingram Micro, a Fortune 100 company, will help the company widen its base, Asus India said. Unlike Rashi, Ingram is an international firm, and is expected to give marketing muscle to the Taiwanese brand, which trails others such as Lenovo, HP and Acer in the Indian market.

Ingram Micro will now handle distribution for ASUS desktops, all in one PCs, LCD monitors and projectors across the country along with ASUS’ existing distributor Rashi Peripherals.

“The decision to appoint Ingram Micro was taken keeping in mind the customer demand, channel expansion and strategic plans of the company. ASUS now aims to tap a newer market base, verticals and channel base with this strategic appointment,” it said.

Asus makes graphics cards, netbooks, notebooks, displays, motherboards and a host of other PC components and is one of the biggest brands in the industry globally.

“Along with Ingram’s support we’re confident of growing our business for these product lines as well as extending our reach and partner base,” Vinay Shetty – Country Head for Asus’s India Component Business said. Ingram has 42 branches across the country, Ingram Micro would help extend the reach of Asus’ component products to Indian IT customers, businesses and consumers.