MSI has long been a dominant force in the global gaming hardware industry, renowned for its high-performance laptops, desktops, and gaming peripherals. But in India, the brand is expanding beyond its traditional stronghold, tapping into new markets such as business and entry-level laptops while strengthening its gaming portfolio. With the rise of handheld gaming consoles and the push for local manufacturing under the ‘Make in India’ initiative, MSI is making strategic moves to cement its position in the Indian market.
In this exclusive interview, Bruce Lin, NB Marketing Manager India, MSI, shares insights on MSI’s market strategy in India, their latest innovations in gaming and productivity devices, partnerships with Indian distributors, and how the brand is evolving to meet the growing demands of Indian consumers. Read on to discover MSI’s vision for the future in India.
MSI has a strong foothold in the gaming segment in India. What have been the key contributing factors, and what can we expect in other product lineups, including consumer and creator-focused laptops?
MSI has dominated the gaming laptop industry for over two decades by delivering premium, high-performance devices. Our journey started with high-end gaming machines tailored for enthusiasts who demand the best performance and visual experience. We introduced industry-first innovations like mechanical keyboards in our flagship Titan series.
Over time, we recognized that power users beyond gamers—such as content creators and professionals—also require high-performance laptops. This led us to expand our lineup into three key categories:
- Gaming Laptops – Focused on high refresh rates, powerful chipsets, and immersive experiences.
- Content Creation Laptops – Optimized for color accuracy, high-resolution displays, and enhanced visual experiences.
- Business & Productivity Laptops – Designed for portability, long battery life, and lightweight form factors.
Additionally, we’ve expanded our price range from ₹40,000 to ₹6,00,000, ensuring that users across different budgets can access high-quality MSI devices.
With AI workloads becoming more demanding, how is MSI leveraging AI and ML technologies in its laptops?
AI has become a game-changer, especially with the rise of cloud-based LLMs like ChatGPT, Gemini, and Copilot. However, with advancements in semiconductor technology, we are now seeing a shift toward small language models (SLMs) and edge computing, enabling AI processing on personal devices.
MSI has embraced this shift by integrating AI-driven technologies, such as:
- MSI AI Robot: An SLM-based assistant embedded in our RTX 50-series laptops, allowing users to optimize system performance through natural language commands.
- MSI AI Engine: A pre-installed system that auto-detects user scenarios (e.g., gaming, typing, video editing) and dynamically adjusts performance settings for the best experience.
- Advanced Cooling Solutions: Ensuring stable AI computing performance without excessive power consumption.
This seamless AI integration benefits a broad range of users, from students and entrepreneurs to programmers and gamers.
What are the latest trends shaping the laptop industry, and how is MSI innovating in response?
The laptop market is evolving rapidly, with trends like dual-screen and rollable displays making headlines. However, at MSI, our focus remains on practical innovations that enhance real-world usage.
Key innovations include:
- 18-inch 4K Mini LED displays with 120Hz refresh rates – Initially exclusive to flagship models, now expanded across multiple price points.
- AI-powered noise cancellation – Eliminates ambient noise in meetings and calls, working in both directions for a seamless experience.
- Advanced mechanical keyboards – Integrated into our Titan series for premium tactile feedback.
- Haptic Touchpads – Smooth, responsive, and seamlessly designed to enhance user experience.
We continue investing in both hardware and software innovations to cater to different user segments.
What are MSI’s expansion plans for its distribution network and retail presence in India?
Our strategy revolves around expansion, accessibility, and digital transformation. Key initiatives include:
- Retail Expansion: MSI brand stores have grown from major cities like Mumbai and Delhi to 50+ stores across India.
- Service Network Expansion: Service centers increased from 60 to 175+ locations, with additional on-site services available in stores.
- Community Engagement: Frequent service events, workshops, and gaming tournaments to connect with customers.
- Digital Transformation: Partnering with retailers to establish online storefronts, boosting sales and enhancing consumer experience.
We are also strengthening our presence in Croma and Reliance Digital, with in-store demonstrations doubling in the past year.
MSI has been actively engaging with the gaming community. What initiatives are in place to support aspiring pro gamers?
MSI is committed to nurturing gaming talent through three key initiatives:
- Providing High-Performance Gaming Devices – Offering a wide range of laptops from ₹40,000 to ₹6,00,000, ensuring accessibility for all gamers.
- Esports Tournaments & Global Exposure – Hosting 100+ tournaments annually, including MSI Gaming Arena, which gives Indian gamers a platform to compete internationally.
- Industry Mentorship & Skill Development – Collaborating with gaming influencers and professionals to mentor young gamers, providing insights into esports careers.
Through these initiatives, we aim to empower Indian gamers, helping them transition from casual players to professional esports athletes.
