Sony and ASUS Unleash Premium Audio and AI-Driven Computing Hardware in India

The Bottom Line

•Sony has introduced a high-end cinema-grade audio system to compete for the premium home theatre market in India.
•ASUS has launched a full suite of AI-powered laptops and networking hardware to target Indian gamers and professional creators.

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Premium Audio Debut:

Sony has officially launched its flagship Bravia Theatre Trio system in India, specifically engineered for ultra-large screens exceeding 75 inches. Developed alongside Sony Pictures, the system utilizes 360 Spatial Sound Mapping technology to simulate 24 phantom speakers, supporting Dolby Atmos, DTS, and IMAX Enhanced for a professional cinema experience. Starting July 1, 2026, the lineup includes the Bar 7 at ₹82,990 and the Bar 5 at ₹29,990, while the Trio itself is priced at ₹1,69,900. These systems feature 'Direct Connect' technology for seamless TV integration, with Sony aiming to capture 35% of the local premium audio market.

AI-Centric Computing:

Simultaneously, ASUS Republic of Gamers (ROG) has refreshed its Indian portfolio with a high-performance, AI-centric range including the Zephyrus Duo—the world’s first 16-inch dual OLED gaming laptop—alongside the G14, G16, TUF Gaming A14, and ProArt PZ14. These machines are powered by the latest Intel Core Ultra, AMD Ryzen AI, and Qualcomm Snapdragon X chips, combined with NVIDIA GeForce RTX 50 Series graphics. The hardware delivers up to 80 TOPS of AI performance to support professional creators and competitive gamers. Prices range from ₹1,99,990 for the TUF Gaming A14 to ₹6,99,990 for the flagship Zephyrus Duo variant.

Connectivity and Expansion:

ASUS has further strengthened its network infrastructure with the ROG Rapture GT-BE19000AI router, which utilizes a dedicated 7.9 TOPS NPU to optimize Wi-Fi 7 traffic for ultra-low latency. These launches reflect a significant market trend toward 'AI-integrated' consumer electronics in India. The devices are now available through official ASUS stores, major retail partners, and e-commerce platforms. By offering these high-end, immersive, and AI-driven solutions, both Sony and ASUS are consolidating their market leadership, compelling competitors to accelerate their own technology roadmaps to satisfy the surging local demand for premium residential electronics.

Pulse Intelligence

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Context & Background

Sony previously captured 52 per cent of the entry and mid-range home theatre market with the launch of its Bravia Theatre System 6 last year.
The Indian gaming laptop market has seen a rapid shift toward AI-enhanced hardware and advanced thermal management throughout the first half of 2026.
ASUS has consistently refreshed its ROG and ProArt lines in India twice yearly to align with global mobile processor releases from Intel, AMD, and Qualcomm.

Key Consequences

Competition in the premium home audio sector will intensify significantly between Sony and rivals such as Bose and Samsung.
Retailers anticipate strong adoption from Indian gaming and professional creative communities for the new AI-integrated Zephyrus laptop lineup.
The entry of RTX 50 series laptops into the Indian market sets new performance benchmarks, likely accelerating the nationwide transition toward AI-ready PCs.

Market & Economic Impact

These launches strengthen the competitive positioning of Sony and ASUS in their respective premium retail segments in India.