BenQ, a manufacturer of consumer electronics and display products, has revealed that India has now surpassed Japan as the largest revenue market in the Asia Pacific region.Jeffrey Liang, BenQ's President for the APAC region, stated that India has experienced a significant increase in consumer demand, leading to the company doubling its team in the country over the past three years. Globally, India is now the company's third largest market, with China and the United States of America taking the first and second spots, respectively. Liang expressed optimism about India's growth prospects, believing that the country will continue to sustain its growth momentum in the next few years.

BenQ specializes in selling monitors, projectors, and interactive front panels for both consumer and enterprise use in India. The company's target audience is mid to high-segment customers and it has a presence across e-commerce portals and physical retail at stores like Croma and Reliance Digital. Due to the pandemic, consumer habits have shifted resulting in an increasing preference for good-quality monitors and home projectors. BenQ has adapted to these changing trends and has seen a 50% year-on-year revenue growth for the past couple of years, and is expected to repeat the performance. Rajeev Singh, Managing Director of BenQ for the Indian market,

The firm is making efforts to reach out to consumers through various touchpoints. Recently, it has launched its own direct-to-consumer sales platform. According to Singh, the firm's consumer and enterprise businesses are currently contributing equally, which wasn't the case earlier. The pandemic has led to a shift, with nearly 80% of the firm's business coming from the consumer segment during COVID, while pre-COVID, 70% of its business was B2B. BenQ has identified education as a key growth driver among its enterprise avenues, as more schools and colleges are adopting digital technologies.

Apart from keeping up with the evolving consumer trends, the company also conducts research to identify potential market niches, their research revealed that there was no monitor in the market that catered to the needs of coders and programmers. So, they decided to fill that gap by launching a product that addressed their specific needs. Liang pointed out that their 'made for India' approach has been a significant contributor to the company's growth in the Indian market. He further explained that people in India look for products that offer both utility and value for money. Hence, it's crucial to create products designed for the Indian market instead of trying to sell global products.