Taiwanese multinational electronics company BenQ expects India sales to grow 40–50 per cent in 2026, roughly twice its worldwide pace, as it targets ₹1,000 crore in revenue, with home projectors growing about 50 per cent and monitors 25–30 per cent.
“As the domestic market becomes bigger, it makes sense to have local manufacturing to fulfil domestic demand,” Jeffrey Liang, President of BenQ Asia Pacific, told businessline. “Once it reaches a certain economic scale, India can also become a hub to provide products to other countries.”
BenQ expects its home-projector business to grow about 50 per cent this year, ahead of the 20–25 per cent annual growth it estimates for the category. Monitors are expected to expand 25–30 per cent and contribute about 35 per cent of India’s revenue, while projectors are projected to account for another 25 per cent.
Premium projector bet
BenQ is concentrating on the mid- and high-end rather than chasing volumes through lower prices. “Indian consumers are not price sensitive; they are value conscious. They want something that really has value,” Liang said.
That positioning is shaping its India portfolio. “We are not a mass-producing company. We are mainly in the mid and high-end sector, and our strength is technology,” said Rajeev Singh, Managing Director, BenQ India & South Asia.
In home entertainment, BenQ sees opportunities ranging from dedicated cinema rooms to living rooms. Ultra-short-throw projectors can produce 100-150-inch pictures and, with specialised screens, operate with room lights on, allowing them to compete with large-screen televisions, Singh said.
Designing for India
India’s faster growth is also giving the country a larger role in BenQ’s product development.
“Many companies talk about Make in India, but BenQ is taking one step ahead with ‘Design for India’,” Liang said. BenQ’s global team studied programmers in Bengaluru and Hyderabad to understand their working environments and requirements, work that fed into its programmer-focused RD monitor series.
India is also being used for global product introductions. Liang said some product lines are launched globally through InfoComm India, while BenQ generally introduces new products in India simultaneously with other major markets.
Investing in India
The company plans to increase spending as the business expands. “You will see more investment coming in over the next two to three years,” Liang said. “Our biggest investments in India are therefore in human resources and marketing.”
The India operation is supporting that expansion through its own cash generation.
“BenQ India is already at a stage where we are putting back our profits into the business,” Singh said. “We are essentially cash positive and do not need funding from other companies.”
BenQ uses contract manufacturers in India, with locally made products also supplied to Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives.
Deeper localisation will depend on scale and economics. Liang said government incentives for display monitors could encourage companies such as BenQ to make a bigger manufacturing commitment in India, though the company has not specified a timetable or investment amount.