Acer is looking to strengthen its position beyond computing as it expands its presence across consumer electronics and home appliances. The brand recently announced actor Akshay Kumar as the brand ambassador for its Acerpure range, as it looks to build greater awareness for its growing portfolio of televisions, air conditioners, washing machines and other home solutions.
Watch the full interview:
In an interview with IMPACT Magazine, Sooraj Balakrishnan, Head of Marketing, Acer India, and Sudhir Goel, Chief Business Officer, Acer India, discuss the thought behind Acer’s expansion, how the brand is approaching different consumer audiences and its ambitions for the home appliances business.
For Balakrishnan, the move is rooted in Acer’s technology heritage and is a natural extension of the brand’s existing portfolio. “With over five decades of global experience and 27 years in India, we believe Acer’s technology and R&D expertise can be extended into a wider ecosystem. It is not just a laptop or a personal computer (PC) that you can get from us, you can get a complete home or home appliance solution from us,” says Balakrishnan.
This broader proposition is also reflected in the company’s ‘House of Acer’ concept, which aims to give consumers a single point of contact for their technology and home appliance needs. “The brand is already seeing encouraging momentum in categories such as televisions, where it has also brought some of its existing technology credentials, including gaming-focused features,” adds Balakrishnan.
The shift also calls for a different marketing approach. Balakrishnan explains that PCs and tablets are largely influenced by younger consumers, making digital platforms, social media and content creators key touchpoints. Home appliances, by contrast, are family-oriented purchases. As a result, Acer is looking at television, connected TV and out-of-home media to reach households more effectively.
The association with actor Akshay Kumar fits into this broader consumer strategy. Balakrishnan reckons, “Having somebody on board like that will actually help us push to the next chapter of our growth. The partnership will give us greater leverage as we communicate our consumer appliance portfolio to families.” Goel echoes the broader opportunity, noting that consumers are increasingly looking for technology solutions for their overall home environment rather than individual devices. He adds, “For Acer, the proposition is to bring ‘fresh technology’ into the mainstream at affordable prices, rather than limiting advanced features to premium consumers.”
The company is also balancing this expansion with continued investment in its core computing business. Goel mentions, “While PCs remain a principal focus, Acerpure and Altos are emerging as key growth businesses. The company is targeting around 100% year-on-year growth for Altos and approximately 200% year-on-year growth for Acerpure over the next few years.”
Building Acerpure in a crowded home appliances market will, however, require more than product expansion. Goel shares, “Acer is banking on the trust it has built through its computing business, along with its service network and technology credentials, to establish credibility in the new categories.” Balakrishnan says the extent to which consumers connect Acerpure with the Acer brand is one of the key indicators the company is tracking.
As Acer broadens its portfolio, it is also experimenting with newer ways of telling its brand story. Balakrishnan points to the company’s recent microdrama series on social media, which he says saw strong traction. He adds, “The format goes beyond conventional advertising and offers brands an opportunity to tell engaging stories in short-form.” The ambition, ultimately, is to take the equity Acer has built in computing and translate it into a broader home technology proposition, bringing more categories under the Acer ecosystem while keeping technology accessible to mainstream Indian consumers.
