ASUS expects EMI financing to account for up to 40% of laptop sales as prices rise

ASUS India expects Easy Pay financing to contribute 35–40% of laptop sales in July–September, up from 28% in April–June, as component-led price increases push more premium buyers toward EMIs. Budget shoppers are delaying purchases or shifting to tablets, Chromebooks and refurbished devices.

— Source publishedThu, 30 Jul, 2026, 16:22 IST·First seen Thu, 30 Jul, 2026, 16:55 IST·Source ET Retail

What happened

ASUS India expects EMI-backed laptop sales to reach 35-40% in July-September as higher component costs lift prices. Premium buyers are financing purchases,

Key facts

  • Easy Pay financing share expected at 35-40% of laptop sales in July-September
  • Easy Pay share was 28% in April-June and around 20% in January-March
  • Consumer laptop market grew 10% year-on-year in January-March
  • Overall market declined 15% year-on-year in April-June
  • Monthly shipments fell 11% in April, 12.6% in May and 21.8% in June
  • Laptop prices rose 10-30% for some consumers
  • ASUS reported 29% growth in January-March versus 20.3% market share
  • ASUS grew 12% in April-June, outperforming the market by 27 percentage points, with 23.5% market share
  • Sub-₹50,000 category represented nearly 40% of India's consumer laptop market in 2025
  • AI PCs account for 50-60% of PCs shipping this year and may reach 80-90% by H2 2026
  • ASUS expects premium portfolio growth of at least 30% year-on-year in H2 2026

Why this matters

The shift creates partnership opportunities with lenders, BNPL providers and refurbished-device platforms to expand financing conversion and defend entry-level demand.

What to watch

  • Actual EMI share exceeding 40% of ASUS laptop sales in July-September.
  • Laptop ASP increases versus changes in unit volumes, especially below the mid-price segment.
  • Bank/NBFC changes to zero-cost EMI subsidies, tenure limits, credit approval rates or interest charges.
  • Festive-season inventory levels, discount intensity and sell-through across major e-commerce platforms.
  • Tablet, Chromebook and refurbished-device sales growth relative to entry-level Windows laptops.
  • Memory, storage and other component-price movements that determine further laptop price hikes.
  • Expand zero-cost EMI, longer-tenure and bank-card partnerships around back-to-school and festive promotions.
  • Prioritize premium models with margin room to absorb component inflation while bundling accessories, warranties and software to improve perceived affordability.
  • Defend entry-level volume with selective Chromebook, tablet and certified-refurbished offers rather than broad laptop discounting.
  • Monitor finance approval rates and EMI delinquency risk before increasing promotional dependence on credit-led sales.