Flipkart on Tuesday announced a long-term strategic partnership with Asus, the Taiwanese technology company as part of its big reveal in India. The Indian e-commerce giant was expected to make two big announcements at the event but it was not foreseen that it will partner a brand like Asus.
As part of the announcement, Flipkart will become premium partner and seller for Asus smartphones in the country. The e-commerce platform will now be the primary sales channel for Asus ZenFones in India. The second big reveal was the announcement of a new device called ZenFone Max Pro. Flipkart says the ZenFone Max Pro is the first-to-world product from Asus under this partnership. The smartphone will be powered by Qualcomm Snapdragon 636 and it will be officially announced on April 23.
At Mobile World Congress 2018 in February, Asus launched the ZenFone 5 series and the smartphones are expected to go on sale later this month. The Taiwanese brand is expected to introduce the ZenFone 5 series in India as well.
In a released statement, Flipkart says both the companies will collaborate in the co-creation of new products for the Indian market “based on consumer insights.” Flipkart already has an in-house brand called Billion which also makes smartphones based on those same consumer insights. Asus says the partnership with Flipkart is one of the major steps taken by the company to deepen its commitment to the Indian market.
“Flipkart’s unparalled distribution reach and marketing strengths will help Asus build strong awareness for our innovative high value products and reach consumers across India,” said Asus CEO Jerry Shen.
“With this partnership with Asus, we’re multiplying those efforts by collaborating to leverage our individual strengths to build smartphones truly customized for India. Ultimately, we want the latest smartphone technology to be affordable and accessible to everyone,” said Flipkart CEO Kalyan Krishnamurthy.
At the event, Shen also announced support for digitizing India and aiding the digital education of people in Indian society through its CSR initiatives. The announcement marks Flipkart’s first such major tie-up with a global brand but it is not immediately how this partnership will bear fruits since the smartphone market is already cluttered with choices and Xiaomi, Samsung sit as leaders in terms of market share.