In this exclusive interview with APAC Media & CXO Media, Harish Kohli, President and Managing Director, Acer India, sheds light on Acer’s multi-pronged growth strategy across consumer and enterprise segments. From expanding its presence in Tier II and III cities to leveraging AI and edge computing, he outlines the company’s roadmap for innovation, local manufacturing under the PLI scheme, and the rising role of its smart appliance brand, Acerpure.
With the Indian PC market seeing fluctuations post-pandemic, how is Acer positioning itself for sustainable growth in both consumer and enterprise segments?
We have observed a significant shift in consumer behavior, with an increased demand for technology products in Tier II and III cities. To cater to this, we are expanding our retail footprint, aiming to operate around 300 exclusive brand outlets by early 2025, with a strategic focus on non-metro cities. This expansion allows us to provide a comprehensive range of products, from laptops and desktops to our Acerpure line of consumer electronics, including TVs, air purifiers, and water purifiers.
In the enterprise space, we are aligning our solutions with the country’s digital transformation journey. We are focused on delivering secure, scalable, and energy-efficient computing solutions tailored to the needs of SMBs, large enterprises, and government bodies. Strengthening our service infrastructure and channel partner network remains a priority, enabling us to provide end-to-end support and build lasting enterprise relationships.
We are also focusing on integrating AI capabilities across our product range. Our AI-powered laptops and computing solutions are designed to enhance performance and user experience, catering to professionals, creators, and gamers alike. By aligning our strategies with market demands and government initiatives, we are confident in our path toward sustainable growth in India’s dynamic PC market.
How is Acer leveraging AI and edge computing solutions to address the evolving needs of India’s enterprise market, and what sectors are you focusing on for growth?
At Acer, we are focused on delivering intelligent, localized computing at the edge to help businesses enhance operational efficiency, reduce latency, and make real-time decisions. Our AI-powered solutions are designed to optimize workloads across industries, especially where data processing speed and proximity are critical.
In India, we are seeing significant growth opportunities in sectors such as healthcare, manufacturing, education, and retail. For example, in healthcare, AI-enabled edge solutions can help support faster diagnostics and patient data processing. In manufacturing, they contribute to smart factory initiatives by enabling predictive maintenance and real-time monitoring. Education is another key focus, where we aim to enhance digital learning with AI-driven content and smart classroom technologies. By aligning with India’s digital transformation goals and supporting the government’s initiatives like Digital India and Make in India, we are committed to empowering enterprises with scalable, future-ready technologies.
How does Acer India balance its offline and online business strategies, and what role do each of these channels play in driving growth across different customer segments?
At Acer India, we follow a balanced omni-channel approach that ensures we meet customers where they are—whether that’s in a physical retail environment or online. Both channels play a pivotal role in our growth strategy, each catering to different customer expectations and behaviours.
Our offline business continues to be a strong pillar, particularly in Tier II and Tier III markets where trust, touch-and-feel experiences, and personalized service still drive purchase decisions. We are expanding our exclusive brand stores to over 300 by early 2025, which allows us to showcase not just our PC portfolio, but also consumer electronics and Acerpure appliances, creating a holistic brand experience.
At the same time, online remains a high-growth channel, especially for digitally savvy consumers and younger demographics. Our Acer Online Store has grown significantly, offering convenience, exclusive product lines, and a direct engagement platform. Strategic partnerships with e-commerce platforms like Amazon and Flipkart also amplify our reach and offer flexibility in price discovery, delivery, and visibility during key sales events.
We see both channels not as competing, but as complementary forces. Offline provides depth and brand experience, while online ensures width and agility. By integrating insights from both, we are able to innovate our go-to-market models and deliver a seamless customer experience across touchpoints. This balance is central to driving growth across segments—from first-time buyers and students to professionals and enterprise users.
How important are Tier 2 and Tier 3 cities to Acer’s growth strategy in India, and what specific plans do you have to deepen your presence there?
Tier 2 and Tier 3 cities are central to Acer’s growth strategy in India. As digital adoption accelerates beyond metro areas, these cities are emerging as high-potential markets with a growing base of tech-savvy consumers, SMEs, and educational institutions. To deepen our presence, we are expanding our retail footprint through more Acer-exclusive stores and strengthening our network of local channel partners to ensure better availability and service.
This year, we aim to open 300+ retail stores in India. We are also tailoring our product portfolio to meet the specific needs of these markets, offering reliable, value-driven devices that balance performance and affordability.
In addition, we are increasing investments in localized marketing, regional language support, and after-sales infrastructure to enhance customer experience.
By building strong, localized ecosystems, we want to create lasting value and become a trusted technology partner in India’s next wave of growth.
In a highly competitive market, how is Acer strengthening its channel partnerships and after-sales service to differentiate itself?
In a competitive market like India, Acer stands out through its deep-rooted commitment to strengthening channel partnerships and delivering robust after-sales service. Our approach goes beyond mere business transactions—we prioritize long-term, collaborative relationships with our partners by offering structured programs that encompass regular training, marketing assistance, and a foundation of transparency and trust.
On the service front, we have significantly expanded our support network to ensure our customers receive not only high-quality products but also a seamless and worry-free ownership experience. By focusing equally on partner empowerment and customer satisfaction, we have carved a distinct identity for Acer in a crowded marketplace.
What are the top priorities for Acerpure in India this year, and how do you plan to position the brand in the highly competitive smart appliances and lifestyle products market?
This year, Acerpure is prioritizing brand awareness, expanding its reach, and driving product innovation in India. As we enter the competitive market of smart appliances and lifestyle products, Acerpure aims to establish itself as a trusted, technology-driven brand that enhances everyday living through cleaner, more intelligent solutions.
We are introducing a broader range of products designed to meet the growing demand for healthier and more convenient living. These products will be available across both offline and online platforms, initially targeting Tier 1 and Tier 2 cities. Acerpure is not just about smart appliances—it’s about providing peace of mind and a healthier lifestyle, building trust with Indian consumers step by step.
How is Acer aligning its strategy in India with the government’s PLI (Production Linked Incentive) initiatives, and what impact do you foresee these policies having on your manufacturing and product offerings in the country?
We were early adopters of the PLI scheme, recognizing its transformative potential and understanding the significant impact it would have on India’s electronics manufacturing industry. By aligning our strategy with the PLI initiative, we have accelerated our investments in local manufacturing, fortified our partnerships with contract manufacturers, and expanded our production capabilities. This approach not only meets domestic demand but also opens up new avenues for exploring export opportunities. It has enabled us to localize more of our value chain, resulting in greater agility and cost-efficiency across our operations.
The benefits are already evident. We’ve introduced India-specific product lines, improved our responsiveness to market demands, and can offer competitive pricing without compromising quality. Most importantly, it reinforces our unwavering commitment to the ‘Make in India’ vision and positions Acer as a key player in shaping a self-reliant, sustainable technology ecosystem in India.
Looking ahead, what are the top priorities you have set for Acer India over the next 2-3 years, and what milestones are you targeting?
Looking ahead, our top priorities at Acer India are centered around deepening our innovation, expanding our ecosystem, and driving sustainable, inclusive growth. First, we are heavily invested in AI-driven innovation. With the emergence of AI PCs and smarter computing experiences, we aim to be at the forefront of this shift, bringing future-ready devices to consumers, creators, and enterprises. This includes enhancing our portfolio with AI-enabled laptops, servers, and solutions under both the Acer and Altos brands.
Second, we are focused on scaling our presence beyond PCs. We see immense potential in segments like consumer electronics, smart appliances, and healthcare technology through Acerpure and other emerging categories. These will play a significant role in diversifying our revenue base and strengthening our connection with Indian households.
Third, ‘Make in India’ will remain a strategic pillar. We are committed to increasing local manufacturing capabilities across product categories—leveraging PLI schemes and investing in R&D to build for both domestic and global markets.
Finally, we are committed to expanding our omni-channel reach, with a target of operating 300+ exclusive stores and significantly growing our direct-to-consumer business through the Acer Online Store.
In terms of milestones, we are targeting double-digit growth across core verticals, leadership in AI PC adoption, and a meaningful contribution to environmental and social impact through our Earthion and CSR initiatives. Ultimately, our goal is to evolve Acer India into a holistic technology brand—delivering intelligent, sustainable, and accessible innovation for every Indian.
