BenQ's India Strategy – Value, Innovation and Market Leadership

BenQ APAC President JEFFERY LIANG and India & South Asia Managing Director RAJEEV SINGH, in conversation with BW's Deep Majumdar, discuss how AI is reshaping consumer experiences, education and workplaces

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India has long been a key market for BenQ. How do you envision consumer expectations evolving, and how is BenQ adapting to these shifts?

Rajeev Singh: India is often perceived as a price-sensitive market, but that characterisation misses the mark. India is not merely price-driven but value-conscious. We see this reflected across industries, where leading brands thrive not by being the cheapest, but by delivering the best value.

Indian consumers and businesses alike prioritise solutions that offer the most benefit for their investment. If a product or service demonstrates superior value compared to alternatives, it earns customer loyalty and market share. This mindset extends across the country.

Our experience reinforces this perspective. Although some of our production solutions are not positioned as budget-friendly, they have found strong demand across India, including in smaller towns and cities, where affordability is often a key consideration. Customers appreciate the tangible advantages our solutions offer. They recognise that superior functionality, durability, and efficiency outweigh short-term cost concerns, making our offerings a smart investment.

Jeffery, how do you see India's contribution to BenQ's regional revenue and growth?

Jeffery Liang: India stands as the leading contributor to revenue in the BenQ APAC region, by a significant margin. This leadership position is not just about financial performance, but is deeply rooted in our understanding of India as a mega-emerging market. Recognising the distinct needs and opportunities of Indian consumers, we have developed clear strategies and initiatives tailored specifically for them.