ASUS Launches New AI Laptop Series; Targets India's Growing SME Sector With robust design, AI integration, and business-grade performance, ASUS is placing a bold bet that SME users are ready for more

ASUS unveiled its latest AI-powered ExpertBook P series laptops, on Tuesday, signaling a decisive move to reshape the way India's small and medium enterprises (SMEs) use technology. Rex Lee, head of ASUS APAC commercial PC business, emphasized that ASUS's philosophy begins with understanding the user. "At ASUS, everything we do starts with one thing. The customer," he said. "We take time to understand our customers' needs—not just what they say, but what they might not even realize they need." This customer-first approach is now extending to a segment often overlooked by enterprise tech; the independent professionals and micro-businesses who rely on consumer-grade laptops out of habit, not choice.

According to Lee, ASUS's research showed a disconnect in the SME market. Larger enterprises are quick to adopt new technology, but independent lawyers, accountants, real estate agents, and solo entrepreneurs often remain unaware of business-grade alternatives. "Their laptop is their office, their lifeline," Lee noted. "They need durability, long battery life, strong security, reliable service, just like any large enterprise user."

The ExpertBook P series; P5, P3, and P1, is designed to deliver enterprise-grade reliability and AI performance tailored to the demands of SME businesses and professionals. Lee described the launch as a "game-changer" that aims to give smaller businesses a worry-free business experience. "They don't need to worry about productivity, security, or service. They just need to focus on their work," he said.

Each tier in the P series targets different levels of business needs, from mainstream to premium to AI-optimized performance. The launch is not just about hardware; ASUS is also bundling software, services, and post-sale support into the offering to give customers a comprehensive solution. "We are making it simple, smart, and truly customer friendly," Lee added, announcing a strategic collaboration with Flipkart to leverage the platform's e-commerce reach and fintech tools to distribute these machines widely. "It's time to change the game," he concluded.

Dinesh Sharma, vice president, commercial PC & smartphone system business group, ASUS India, acknowledged partners like Intel for their collaboration in creating what he called "a very fabulous team of products" tailored for professionals and enterprise users. With a strong focus on AI integration, enterprise-grade performance, and long-term durability, the new models aim to address the evolving needs of business professionals in India.

At the heart of the flagship P5 is the UltraCore 2 processor – ASUS's most advanced AI processor to date. Sharma emphasized its relevance in the modern workplace, where AI is no longer an add-on but a core function. "AI is going to be a very, very critical element… It's like you have a friend who you can ask any question and he has all the answers," Sharma said.

He underscored how these AI capabilities – from recommending data scenarios in Excel to handling on-device processing for privacy – demand hardware that can keep up. The P5 meets that need with 32GB of RAM and ultra-fast data transfer speeds of 8,553 MB/s. Even the P1 and P3 models, typically seen as mid-tier, come equipped with powerful H-Series processors (35W and 40W respectively), providing up to 50 per cent more performance than conventional business laptops.

Sharma also detailed ASUS's efforts to ensure sustained high performance. The new laptops feature upgraded thermal architecture – including long thermal pipes, expansive heat sinks, and anti-dust mesh filters – to avoid throttling and keep performance consistent even under heavy workloads. "We've ensured that we build some incredible thermal solutions which ensure these processors don't de-throttle fast," he said while showcasing one of the devices.

Durability was another cornerstone of the launch. All three models in the P Series passed 24 out of 28 military-grade tests, setting a high bar for ruggedness. From withstanding 30 kg of pressure on the lid to enduring 15,000 open-close hinge cycles, Sharma called these machines "super durable," designed for real-world use by professionals on the move.

Memory and storage were designed with future-proofing in mind. Dual DIMM slots in the P1 and P3 allow expansion up to 64GB RAM, while all models support dual NVMe SSDs with a capacity of up to 3TB – upgrades that can be done without removing the existing storage. Sharma emphasized the lower cost and easier servicing that come with these features.

Security was a recurring theme throughout the presentation. Sharma explained the multi-layered approach ASUS took, protecting users not just at the software level but also at the hardware and firmware levels. The laptops come with a discrete Structured Platform 2.0 chip, which separates and secures critical elements like encryption keys and biometric data. "You need robust security solutions on the laptop... your data is priceless," he stressed.

Representing Intel, Rahul Malhotra, director & head, systems & components partners, India tech ecosystem, Intel, echoed the importance of the segment ASUS is targeting. "ASUS has actually once again gone ahead and identified a new segment which is SME… it's rare to see an OEM tailor a line-up so specifically," he said, congratulating ASUS for stepping into this niche.

Malhotra highlighted the role of Intel's new Core Ultra processors powering the ExpertBook series, describing them as the fastest, most efficient chips the company has built to date. "It is 80 per cent plus performance over the previous gen. It's got Intel's fastest GPU, unmatched AI performance, and incredible battery life," he said. These enhancements are especially critical for SME users who generate and process substantial volumes of data and need their systems to keep up.

He also underlined Intel's focus on sustainability and software compatibility. With over 99 per cent app compatibility and support for various operating systems, Malhotra said the laptops offer "the best possible experience without any glitches."

"AI runs best on Intel," he concluded, positioning Intel's silicon, software, and ecosystem support as the backbone of the AI revolution in personal computing.

Sujit Agashe, senior director at Flipkart, reinforced ASUS's business-focused vision. "At Flipkart, we are aligned with ASUS to ensure we offer a worry-free PC experience to all our customers, businesses and professionals alike," Agashe said. He outlined a series of enhancements on the Flipkart platform that will support the launch – including GST-compliant billing, video-assisted demos, and rapid delivery through Flipkart Minutes. Buyers will also be able to purchase ASUS service packs during checkout, offering added peace of mind.

Asus ExpertBook P1 price in India starts at INR 39,990 for the base variant with Intel Core i3 chip, 8GB of RAM, and 512GB of onboard storage. The Asus ExpertBook P3 is priced at INR 64,990 with Intel Core i5 chipset, 16GB of RAM, and 512GB of onboard storage. The ExpertBook P5 with the Intel Core Ultra 5 chip, 16GB of RAM, and 1TB of storage costs INR 94,990. Agashe announced that the ASUS ExpertBook P Series will go live for sale exclusively on Flipkart on April 21 at 12 PM.