In this exclusive interview, Bruce Lin, NB Marketing Manager at MSI India, shares the brand’s 2025 vision.
From AI-powered laptops to local manufacturing and deeper community engagement, MSI is doubling down on India. With innovation, expansion, and personalized experiences at its core, MSI aims to empower gamers, creators, and professionals alike.
1. MSI’s Strategic Vision for 2025
IT Voice- What is MSI’s overarching vision for 2025, especially in terms of growth in the Indian market?
Bruce lin – Expansion is the defining theme for MSI India in 2025. We are strategically growing our product portfolio to cater to a diverse spectrum of users—from entry-level laptops starting at INR 40,000 to premium, high-performance machines priced up to INR 6,00,000. This range allows us to serve gamers, content creators, and professionals with tailored solutions that fit their unique needs.
On the retail front, we’re strengthening our physical presence with a goal of establishing 50 brand-exclusive stores by the end of the year. Simultaneously, we’re expanding our after-sales service network from 60 to 175 centers to ensure accessible and reliable support across the country.
As part of the “Make in India” initiative, we’ve partnered with Syrma SGS Technology to begin local manufacturing in Chennai. This collaboration enhances our supply chain efficiency and reinforces our long-term investment in India’s rapidly evolving tech landscape.
Innovation continues to be the core of MSI. We are integrating AI-powered features that optimize performance, and with the launch of the RTX 50 Series laptops, we’re pushing the boundaries of both gaming and productivity. While gaming remains our cornerstone, we’re also expanding our footprint among creators and professionals by offering color-accurate displays and collaborating with local influencers to connect more deeply with India’s vibrant tech and gaming communities.
Ultimately, our vision is to deliver cutting-edge technology to every user, backed by exceptional service—both offline and online.
IT Voice- How is MSI aligning its global innovations with regional demands and trends in India?
Bruce lin – MSI is seamlessly aligning its global innovations with the evolving demands of the Indian market by localizing our approach across manufacturing, partnerships, and product design.
We’re bringing world-class technology to India in a way that’s tailored to local needs—starting with our commitment to domestic manufacturing through our partnership with Syrma SGS Technology in Chennai. This not only improves supply chain agility but also supports the government’s “Make in India” vision.
India’s gaming and creator communities are expanding rapidly, driven by the rise of GPUs, online multiplayer ecosystems, and content creation fueled by a growing influencer economy. We’re responding to this surge in demand with globally successful, locally relevant products like the MSI Thin and MSI Modern series—devices that deliver the perfect blend of performance, portability, and aesthetics for Indian gamers and creators alike.
To make MSI even more accessible, we’ve strengthened our retail ecosystem through key partnerships with Reliance Retail and Croma, while simultaneously expanding our online presence. This omnichannel strategy ensures that whether a customer is in a major metro or a semi-urban area, MSI products are just a click or visit away.
Our goal is to deliver the best of global innovation—refined for India’s dynamic and fast-growing tech landscape.
- Product & Innovation Roadmap
IT Voice- What new product segments or innovations can we expect from MSI in 2025?
Bruce lin – In 2025, MSI is doubling down on next-gen innovation, with a strong focus on AI integration, iconic design, and performance-driven engineering.
We recently launched our latest RTX 50 Series laptops in India, with pre-orders already underway and availability beginning in early April. A standout in this lineup is the MSI Titan 18 HX Dragon Edition, inspired by Norse mythology—symbolizing not just raw power but the bold, artistic identity MSI brings to high-end computing. Aligned with the ‘Make in India’ initiative, we began local production of our popular Thin 15 and Modern series laptops in November 2024. Throughout 2025, we’ll be expanding this local manufacturing effort to include more models, reinforcing our long-term commitment to the Indian market and ensuring faster availability with a more robust supply chain.
On the innovation front, AI-powered user experience is a key focus area. Our MSI AI Engine intelligently learns user behavior to dynamically optimize performance, thermal settings, and power usage in real time—delivering a smoother, more intuitive computing experience.
We’re also pushing the envelope in thermal design. Our latest vapor chamber cooling system efficiently manages heat from both CPU and GPU, enabling sustained peak performance even during demanding workloads like gaming or heavy content creation.
With this trifecta of AI-driven performance, localized production, and user-centric design, MSI is shaping a smarter, more powerful computing future for India in 2025.
IT Voice- With the rise of AI-powered computing and gaming demands, how is MSI evolving its notebook (NB) and desktop product lines?
Bruce lin –MSI is evolving its laptop portfolio to meet the growing demands of AI-powered computing, with a strong focus on intelligent performance, energy efficiency, and on-device AI experiences.
Our latest RTX 50 Series laptops, powered by Intel Core Ultra processors, DDR5-6400 memory, PCIE-Gen 5 SSD and advanced thermal solutions, are designed to deliver high-performance computing for both gamers and creators.
These devices integrate MSI’s AI Engine, which automatically detects user scenarios—such as gaming, content creation, or casual use—and optimizes system performance, thermal behavior, and power consumption accordingly. This creates a seamless, adaptive experience without the user needing to tweak settings manually.
Beyond this, we’re also embracing the rising trend of Structured Language Models (SLMs). Thanks to the improved power efficiency and AI capabilities of modern hardware, MSI laptops can now support personal, secure AI assistants directly on the edge device—without relying on cloud processing. This not only ensures faster response times but also strengthens data privacy, making AI more personal and accessible than ever before.
Through AI-driven adaptability and support for on-device SLM applications, MSI is shaping the future of laptops—where smart performance and security go hand in hand.
- India Market Strategy
IT Voice- How important is India in MSI’s global strategy?
Bruce lin –India holds a pivotal position in MSI’s global strategy and continues to be one of our strongest and fastest-growing markets in Asia.
India has consistently delivered outstanding performance, and we see tremendous long-term potential here. Our recent partnership with Syrma SGS Technology to manufacture laptops locally under the ‘Make in India’ initiative is a clear testament to our investment in the country. This move not only aligns with the government’s vision of boosting domestic manufacturing but also ensures that Indian consumers have access to high-quality, locally produced MSI products.
In 2025, our India strategy is centered around expansion on all fronts—product portfolio, retail footprint, and after-sales service. We’re introducing a wider range of laptops to cater to various user segments, from entry-level to premium, while strengthening our presence in both physical and online retail channels. Key partnerships with players like Croma are helping us bring a more immersive and accessible brand experience to customers across metro and non-metro regions.
Service excellence is also a major priority. We’re scaling up our after-sales network by increasing service touchpoints from 60 to 175, and integrating service support directly within MSI brand stores for added convenience.
India is not just a market—it’s a strategic growth hub for MSI. Our continued investments in local manufacturing, customer experience, and service infrastructure reflect our deep commitment to the Indian consumer and to being a long-term technology partner in India’s digital journey.
IT Voice- What tailored go-to-market (GTM) initiatives is MSI planning for India in 2025 across retail, gaming, and creator-focused verticals?
Bruce lin –MSI’s 2025 go-to-market (GTM) strategy for India is designed to drive growth across three key pillars: retail, gaming, and creator-focused segments.
Retail:
We’re expanding our product lineup to cover a broad price range—from INR 40,000 to INR 6,00,000—ensuring accessibility for gamers, creators, and professionals alike. Our retail presence is growing rapidly through strategic partnerships with Croma, Reliance Digital, and by supporting our partners with digital transformation tools to improve customer reach.
Gaming:
Gaming continues to be a core focus. We are pushing the envelope with high-performance laptops such as the Titan 18 HX Dragon Edition, equipped with advanced cooling systems and AI-powered performance optimization. In 2025, more of our gaming lineup will feature AI-enhanced capabilities for adaptive performance and smoother gameplay. We’re also strengthening grassroots engagement with India’s gaming community through offline events, local tournaments, and interactive experiences at MSI brand stores.
Creator-Focused:
For creative professionals, our Stealth and Prestige series laptops are NVIDIA Studio certified and designed with color-accurate displays, lightweight chassis, and high portability to support dynamic, on-the-go workflows. In 2025, we’re further empowering creators by integrating advanced AI tools that assist with tasks like real-time rendering, smart editing, and workflow automation. We also plan to deepen our engagement with the creative community through targeted partnerships, educational collaborations, and participation in creator-centric industry events.
- Gaming, Creator, & Commercial Focus
IT Voice – MSI is a well-recognized name in gaming. How do you plan to continue capturing mindshare and market share in this space?
Bruce lin –MSI has always stood shoulder-to-shoulder with gamers, and in 2025, we’re doubling down on that commitment—by delivering the latest technology and deepening our engagement with the gaming community.
We continue to push the limits of innovation with high-performance laptops featuring the latest RTX 50 Series GPUs, Intel Core Ultra processors, AI-powered optimization, and advanced thermal systems. These technologies ensure that gamers at every level—from casual to pro—get the speed, reliability, and immersive experience they expect from MSI.
Beyond hardware, we understand that community is at the heart of gaming. That’s why we’re actively investing in offline and online gaming events, college esports tournaments, influencer collaborations, and experiential zones at MSI brand stores. These initiatives allow us to stay connected with gamers, support the ecosystem, and build authentic relationships with our audience.
Whether it’s through breakthrough technology or boots-on-the-ground engagement, MSI will continue to be more than just a brand—we aim to be a trusted partner in every gamer’s journey.
IT Voice – How is MSI expanding in the “content creator” and “business productivity” laptop categories?
Bruce lin – MSI is expanding its footprint in the “content creator” and “business productivity” segments by not only delivering the right tools—but also building a thriving ecosystem that empowers talent.
One of our flagship initiatives is the MSI Creator Awards, which not only offers a substantial prize pool but also gives creators a global platform to showcase their work. Winners even have the opportunity to travel abroad and participate in events like Adobe Max in the U.S., gaining international exposure and inspiration.
To nurture emerging talent, MSI regularly hosts creator workshops across India, where young creators can learn directly from industry professionals. These events foster skill development, community growth, and real-world learning—all vital for the next generation of storytellers.
On the product front, we’re deeply committed to listening to creators’ feedback. Many of the features in our Stealth, Prestige, and Creator series—from color-accurate displays and lightweight designs to AI-powered workflow optimizations—are the direct result of ongoing conversations with the creative community. We understand that creators need performance, precision, and reliability—and that’s exactly what we deliver.
By combining community-building with innovation, MSI is creating a complete platform for creators and professionals to thrive.
- Distribution, Retail & Channel Ecosystem
IT Voice – How is MSI strengthening its presence in Tier 2 and Tier 3 cities across India?
Bruce lin –At the forefront of this strategy is the expansion of MSI Laptop Brand Stores, which serve as immersive touchpoints where customers can experience the full range of our products—from gaming powerhouses to creator and business-focused laptops. These stores are a top priority for us in 2025, enabling us to deliver not just products, but personalized service, product demos, and direct engagement with the MSI brand.
Alongside this, we continue to grow our retail presence through trusted partners like Croma, leveraging their network across key regions including Delhi, Maharashtra, Gujarat, and Hyderabad to reach wider audiences.
To serve the evolving needs of consumers in Tier 2 and Tier 3 markets, we’re also enhancing our product lineup with feature-rich yet affordable laptops across gaming, content creation, and productivity categories. This is supported by strong online availability via Flipkart and Amazon, ensuring seamless access no matter the location.
Our approach is grounded in ongoing market research and direct consumer feedback, allowing us to fine-tune our offerings and messaging for these high-potential regions. With a focus on brand-owned retail, regional engagement, and digital accessibility, MSI is committed to bringing high-performance computing closer to every corner of India.
- Final Thoughts
IT Voice – Message would you like to share with MSI fans and partners in India as we enter this exciting phase of innovation?
Bruce lin – To our incredible MSI fans and valued partners across India—thank you for being part of our journey. As we enter this exciting new phase of innovation, your continued support and enthusiasm inspire us to push boundaries and create technology that empowers gamers, creators, and professionals alike.
In 2025, we’re not just launching new laptops—we’re building deeper connections, expanding our local footprint, and shaping the future of AI-powered, high-performance computing in India. With new MSI brand stores, expanded local manufacturing, and more personalized community engagement, we’re bringing the MSI experience closer to you than ever before.
Whether you’ve been with us since the beginning or have just joined the MSI family, know that we stand with you—through every frame, every project, and every milestone.
