As the landscape of high-performance computing evolves, MSI is taking a bold leap forward with its new RTX 50 Series and a deepened commitment to local manufacturing. We sat down with Mr. James Sung, NB Sales Director of India, to discuss how the brand is harnessing Edge AI, expanding its “Make in India” initiative to flagship models, and strengthening its retail footprint. Here is how MSI plans to empower Indian gamers and creators with cutting-edge innovations and accessible service.
ex: What key innovations or design philosophies differentiate the RTX 50 Series models from the previous generation?
MSI’s new RTX 50 Series laptops represent a significant leap forward in delivering the extreme performance that gamers and creators have come to expect from the brand. Beyond raw power, these models introduce a groundbreaking capability: enabling Small Language Model (SLM) computing power directly on edge devices. This means users can now harness advanced AI capabilities locally on their laptops without relying on cloud connectivity, unlocking a brand-new frontier in edge AI computing with better convenience and stronger data security.
What truly sets the RTX 50 Series apart is the combination of significantly boosted performance alongside lower power consumption—giving users more powerful systems with extended battery life, perfect for marathon gaming sessions or heavy creative workloads. MSI continues to be well-known for our extreme performance and premium models, and the RTX 50 Series elevates this reputation with cutting-edge technology that’s truly future-proof and ready to handle the fast-paced evolution of AI applications.
ex: How is MSI leveraging AI-powered features to enhance the user experience for gamers and creators?
Performance is absolutely the foundation of effective AI computing, and MSI’s RTX 50 Series laptops are engineered to deliver exactly that. However, what truly sets these systems apart is our proprietary MSI AI Engine and deep integration of AI features throughout the user experience.
The MSI AI Engine, seamlessly integrated into the MSI Center, automatically detects how the device is being used—whether for gaming, content creation, or casual browsing—and optimizes system settings on its own. It’s like having a built-in performance manager that ensures peak efficiency without users having to lift a finger.
We’ve also introduced AI noise cancellation, which filters out background noise in real time, ensuring crystal-clear audio during video calls, gaming chats, or live streams. Additionally, our MSI AI Robot serves as an edge-based AI assistant that interacts in natural human language, allowing users to control settings, launch apps, or receive system updates through voice commands. This seamless integration ensures that AI doesn’t just exist as a feature—it actively enhances every aspect of how gamers and creators interact with their machines.
ex: What were the main motivations behind MSI’s “Make in India” initiative with the Katana and Crosshair Series?
MSI’s commitment to local manufacturing in India is driven by the surging demand for mid-to-high performance gaming laptops, showing that Indian consumers are increasingly prioritizing power and performance alongside value. We’re not just bringing high-end models to the market—we’re making history as the first brand to manufacture RTX laptops in India, staying true to our legacy of always being the first to bring the latest generation technology to market.
We started our local journey with entry-level models, and now by expanding to flagship devices like the Katana and Crosshair series powered by the RTX 50 series, we’re reflecting the clear shift in preference toward more advanced machines. Through our exploration of the Indian market, we’ve discovered tremendous growth and a huge demand from developers, engineers, gamers, and creators who share our enthusiasm for the latest technology. This vibrant ecosystem motivated us to establish local production, ensuring we can serve this dynamic market with the speed, quality, and innovation they deserve while building a more resilient supply chain.
ex: How does local production in India influence MSI’s pricing strategy, supply chain, and after-sales service?
Local manufacturing fundamentally transforms how we serve Indian consumers by enhancing supply chain resilience, ensuring better availability, and enabling faster delivery. While recent GST changes have created some short-term price fluctuations, local manufacturing helps offset that impact and ultimately delivers better value over time, bringing greater pricing consistency to the Indian market.
Our commitment extends to comprehensive after-sales support—we have over 170 service centers across India, plus onsite support in select regions. We regularly organize service events at our brand stores, offering completely free check-ups for our customers. With a clear ‘customer-first’ approach, we’re prioritizing faster turnaround times and localized service with readily available spare parts.
Additionally, we’re expanding our retail presence significantly with 50 brand stores across different cities, making MSI products and support more accessible across India than ever before. These stores act as experiential hubs and community centers, hosting events like AI workshops and service days to build stronger connections with our customers.
ex: What strategies is MSI adopting to strengthen its market presence and brand reach in India?
MSI is executing a comprehensive omnichannel strategy to deepen our presence in India. At the heart of this is our aggressive retail expansion—we have 50 brand stores across different cities, and we’re now focusing on tier 2 and tier 3 cities like Lucknow, Kochi, Coimbatore, and Jaipur, where we see tremendous potential.
Our branded stores act as experiential hubs where people can truly engage with MSI products—testing performance, design, and features firsthand. We’re also partnering with major retailers like Croma, Reliance, and Vijay Sales to make MSI laptops easily accessible nationwide.
Beyond retail, we’re investing strongly in grassroots education and community engagement. We’ve partnered with Google Developer Communities to host over 20 AI-focused workshops every year, alongside influencer collaborations and campus events. Combined with our local manufacturing capabilities, regular free service camps, and extended warranty options including Accidental Damage Protection programs, we’re building a comprehensive ecosystem that creates lasting relationships with the gaming and creator communities across India.
ex: What can Indian consumers expect from MSI in terms of future innovations, sustainability goals, or local collaborations?
Indian consumers can look forward to MSI continuing our tradition of being first-to-market with the latest technology innovations. Our long-term vision for the ‘Make in India’ initiative is to expand local manufacturing across all segments—from entry-level to premium devices—ensuring we can bring more models under the ‘Made in India’ portfolio.
Our local manufacturing facility positions us to quickly adapt to feedback from Indian consumers, ensuring our devices are tailored to their needs. We remain committed to supporting India’s growing developer, engineering, and creator communities through continued partnerships with organizations like Google Developer Communities and ongoing AI-focused workshops and campus events.
Furthermore, with our expanding network of 50 brand stores reaching into tier 2 and tier 3 cities, over 170 service centers nationwide, and ongoing free service events, consumers can expect even more accessible support and engagement opportunities. MSI is here not just as a brand, but as a long-term partner invested in India’s gaming, creator, and technology ecosystem—delivering reliability, ease, and confidence as our presence continues to grow.