MSME Growth Gets Technology Push
ASUS India has partnered with MSME expert and Quantum Leap founder Rajiv Talreja as a mentor for the company’s Expert Series PCs, in a long-term collaboration aimed at helping Indian small and medium-sized businesses adopt enterprise-grade technology.
Announced in New Delhi on September 7, 2026, the partnership is designed to strengthen ASUS Expert Series’ “Built for Worry-Free Business” proposition while addressing technology challenges faced by India’s rapidly expanding MSME community.
The collaboration goes beyond conventional brand promotion. ASUS and Talreja intend to work together to educate business owners about the role of business-grade computing, while creating a continuous feedback mechanism through which MSME requirements can be communicated back to ASUS.
India’s MSME sector remains a major contributor to employment and economic activity. However, according to ASUS, many small businesses and professionals continue to purchase standard consumer laptops through conventional retail channels, despite requiring greater durability, performance, security, upgradeability, battery life and after-sales support.
ASUS identified this gap while developing its Expert Series portfolio. The company says the series was created around the principle that business users require computers specifically designed for professional workloads rather than machines primarily intended for home and general consumer use.
The Expert Series is positioned around enterprise-grade security, remote manageability and durability. ASUS says these features can simplify IT operations, reduce downtime and help businesses lower their total cost of ownership over the product lifecycle.
The partnership with Talreja followed more than a year of discussions and evaluation. Before agreeing to the collaboration, Talreja and the Quantum Leap team deployed ASUS Expert Series machines within their own organisation to assess the products in an actual business environment.
Talreja also conducted an independent survey among members of his MSME community. According to ASUS, the findings reflected the same gap identified through the company’s own research, particularly the limited awareness among business owners that business PCs represent a distinct product category.
Talreja, who has worked closely with business owners through Quantum Leap and the Voice of MSMEs initiative, will now act as a bridge between the MSME ecosystem and ASUS. His role will include helping entrepreneurs understand how technology can be evaluated as a long-term investment that supports productivity and growth.
For ASUS, the collaboration is also intended to provide direct insights into changing MSME requirements. Rather than limiting the relationship to marketing communication, the company plans to use feedback from Talreja and the wider business community to strengthen its product and service proposition.
Dinesh Sharma, Vice President of ASUS Commercial PC Business, said the company shares with Talreja a vision of equipping Indian MSMEs with globally competitive capabilities. He highlighted the growing importance of PCs as a business productivity tool, particularly as companies increasingly operate in an AI-driven environment.
According to Sharma, ASUS aims to help MSMEs understand the advantages of Expert Series PCs, which are designed around secure, high-performance and durable computing platforms intended to support workforce productivity.
Talreja said he had previously declined brand partnership proposals because of the trust his organisation has built with business owners over two decades. He said ASUS approached the relationship differently by focusing on whether he could communicate what MSMEs actually need rather than simply promote a product.
He added that the partnership would allow business owners’ concerns and requirements to reach the teams developing the technology they use. His objective, he said, is also to encourage entrepreneurs to view technology as an investment instead of simply an expense.
The partnership comes at a time when MSMEs are increasingly adopting digital tools, cloud applications, AI-enabled workflows and hybrid working models. As businesses scale, the reliability, security and manageability of computing infrastructure can become increasingly important to daily operations.
ASUS believes its Expert Series can address these requirements through business-focused hardware and lifecycle solutions. With Talreja providing an independent connection to the MSME community, the company expects the collaboration to help it better understand the practical challenges faced by business owners while strengthening awareness of dedicated business computing solutions.
