MSME mentor to drive growth
ASUS India has partnered with MSME expert and QUANTUM LEAP founder Rajiv Talreja as its mentor for the MSME segment, strengthening the company’s “Built for Worry-Free Business” proposition for its ASUS Expert Series PCs.
The long-term collaboration aims to help Indian MSME leaders better understand the role of business-grade computing in improving productivity, security, operational efficiency and sustainable business growth.
ASUS Focuses on MSME Technology Needs
ASUS said the partnership is based on a shared vision of helping India’s MSME community build globally competitive capabilities. The company believes that as MSMEs continue to expand, business owners need technology designed specifically for professional and enterprise workloads rather than relying primarily on consumer-focused laptops.
Rajiv Talreja brings extensive experience working with business owners through QUANTUM LEAP and the Voice of MSMEs ecosystem. Through his training and coaching initiatives, he has worked with more than 1.2 million business owners, giving him insight into the operational and technology challenges faced by MSMEs.
Addressing the Business PC Gap
ASUS said it identified a gap in the market where small businesses and professionals often needed business-grade computing solutions but lacked awareness of the category.
Many MSMEs continue to purchase conventional laptops through regular retail channels, despite requiring features such as durability, performance, upgradeability, battery life, security and reliable after-sales support.
The ASUS Expert Series was developed to address these requirements, offering business-focused computing solutions intended to reduce downtime and total cost of ownership while providing a more streamlined technology experience.
Partnership Built on Real Testing
The collaboration between ASUS and Talreja developed over more than a year before being formally established.
According to ASUS, Talreja and the QUANTUM LEAP team tested ASUS Expert Series machines internally before finalising the partnership. The team also conducted an independent survey among its MSME community, which identified a similar awareness gap around business-grade PCs.
The partnership is intended to go beyond conventional marketing. Talreja will provide ongoing feedback from the MSME ecosystem, helping ASUS better understand changing business requirements and refine its products and value proposition.
ASUS Highlights Long-Term Vision
Dinesh Sharma, Vice President of ASUS Commercial PC Business, said the company and Talreja share a vision of helping Indian MSMEs develop globally competitive capabilities.
Sharma said PCs are an important driver of business success and will become even more significant as artificial intelligence becomes increasingly integrated into business operations.
He added that ASUS wants to educate MSMEs about the benefits of Expert Series PCs, which are designed around secure, high-performance and durable computing requirements.
The company also intends to use insights from Talreja and the wider MSME ecosystem as a continuous feedback mechanism for future innovation.
Rajiv Talreja Stresses Technology Investment
Talreja said he had previously declined several brand partnerships because of the trust developed with business owners over two decades.
According to Talreja, ASUS approached the partnership differently by focusing on whether he could communicate what MSMEs actually need rather than simply promoting its products.
He said discussions continued for more than a year, during which his team surveyed its community and tested ASUS Expert Series machines before agreeing to the collaboration.
Talreja said his role will be to ensure that MSME owners’ requirements reach the people developing their technology and to encourage businesses to view technology as an investment rather than simply an expense.
Expert Series Targets Business Priorities
ASUS Expert Series PCs are positioned around the requirements of small and medium-sized businesses, including workforce productivity, security, performance and durability.
The company says the range combines enterprise-grade security, remote manageability and durability with hardware and lifecycle solutions designed to simplify IT operations.
By reducing downtime and making technology management easier, ASUS aims to help MSME founders spend less time dealing with everyday IT problems and more time focusing on business expansion.
MSMEs Become Strategic Technology Market
The partnership comes as Indian MSMEs increasingly adopt digital tools, cloud services, AI applications and other technology-driven business solutions.
For ASUS, the collaboration represents an effort to strengthen awareness of dedicated business PCs within this growing segment. For Talreja, the initiative provides a platform to communicate MSME technology requirements directly to a major PC manufacturer.
The two sides expect the long-term collaboration to help bridge the gap between what MSMEs need from technology and the solutions available to them, while supporting the broader digital transformation of India’s small and medium-sized businesses.
