Taiwanese PC-maker Acer is significantly expanding its India operations beyond traditional laptops, building a comprehensive 'House of Acer' identity that encompasses appliances, televisions, air conditioners, luggage, and eventually smart rings. According to reports from Mint, the company this week appointed actor Akshay Kumar as brand ambassador for all products under the 'House of Acer' portfolio, marking a strategic shift after 27 years of building presence in India's PC market. As reported by Mint, Acer India president and managing director Harish Kohli stated the company now wants to leverage its brand equity to address a much larger share of consumers' needs beyond just IT requirements.
Acer first launched the Acerpure brand for air purifiers globally in 2021 and brought it to India in 2024 with a range of small appliances including air and water purifiers, fans, TVs and vacuum cleaners. According to Mint, the company has since established Acerpure India as a subsidiary in 2024 and set up Highpoint Service Network India for third-party device repair and maintenance. The company is now in the process of registering Acer Fashion to sell hard luggage and eventually smart rings to track fitness. As reported by Mint, these new businesses remain relatively small, with Acer India reporting just over ₹6,000 crore in revenue and net profits of just over ₹60 crore in FY25.
Acer is establishing 'House of Acer' as a collection of subsidiaries operating under corresponding Taiwanese parent firms while retaining operational control from Acer India. According to Mint, Kohli explained that new companies will connect to Acer India through an 'umbilical cord relationship' with country heads and separate teams for each subsidiary, while Acer India management members will serve on the boards of these companies. For instance, Acer India's CFO Alok Dubey will set up operations for luggage and accessories business, while senior director C Vijay serves as board member at services subsidiary Highpoint.
Acer's expansion comes as demand in both luggage and consumer durables markets is rising rapidly with intensifying competition. According to Mint, India's luggage market grew to ₹17,000 crore in calendar year 2024 with only one-third controlled by leading brands, while the market is expected to reach ₹26,700 crore by 2028. The consumer durables market, including small and large appliances, stood at ₹17,000-₹18,000 crore in 2024 and is expected to grow to ₹3 trillion by 2029. As reported by Mint, Kohli stated the company plans to double its business within the next three years.
Acer's broader consumer push aligns with the growing premium segment in India's appliances and electronics market. According to Mint, consulting firm Redseer noted that aspirational and premium segments now command nearly half of the appliances and electronics market in India, expected to grow to 58% by 2029 as consumers increasingly pay premium for quality and features. The report highlighted that while appliances like mobiles, televisions, and refrigerators have achieved decent penetration, most other appliances remain underpenetrated with single-digit or double-digit household penetration.
