Redington foresees AI-powered PC demand surge in India, expects growth in fiscal 2025

Redington, a leading tech goods distributor in India, anticipates a resurgence in demand for personal computers (PCs) in the next fiscal year, driven by the appeal of new devices featuring artificial intelligence (AI) capabilities.

Redington, a prominent tech goods distributor, is anticipating a significant rebound in demand for personal computers (PCs) in the upcoming fiscal year. This optimistic outlook stems from the expected consumer embrace of new PC models featuring advanced artificial intelligence (AI) capabilities, marking a pivotal shift in the PC market dynamics.

Ramesh Natarajan, the CEO of Redington’s Singapore, India, and South Asia (SISA) division, expressed confidence in the resurgence of the PC market, attributing the rebound to the integration of AI technologies into modern computing devices. Natarajan highlighted the role of AI in driving “tech refresh,” suggesting that the allure of AI-enabled PCs would incentivize customers to upgrade their existing systems, thus revitalizing the PC market segment.


The global PC market has been experiencing a gradual recovery, as evidenced by recent sales trends reported by major chipmakers such as Samsung Electronics and Intel. These positive indicators signal a potential shift in consumer sentiment, with customers increasingly inclined to invest in new PC systems equipped with AI features.

AI-enabled PCs, equipped with specialized chips capable of running complex AI algorithms and applications locally rather than relying on cloud computing, are expected to redefine the user experience and drive demand for next-generation computing devices. This shift towards AI-powered computing represents a significant evolution in PC technology, offering users enhanced performance, efficiency, and capabilities.

Neil Shah, Vice President of Research at Counterpoint Research, echoed Natarajan’s sentiments, highlighting the typical replacement cycle for PCs, which averages between three to four years. Shah emphasized that 2024 could witness a substantial rebound in PC sales, driven by the growing interest in AI-enabled devices among consumers and businesses alike.

Redington’s SISA revenue from its endpoint solutions unit, which includes the distribution of PCs and printers, experienced a modest decline of 7% to 100.72 billion rupees ($1.21 billion) in the nine months ending December 31. Despite this decline, the segment remains a crucial component of Redington’s revenue stream, accounting for approximately 15% of the group’s total revenue.

The COVID-19 pandemic initially spurred a surge in demand for PCs and related devices, as businesses and individuals transitioned to remote work and digital learning environments. However, the sustained growth in PC sales was impacted by economic factors, leading to a slowdown in upgrades and replacements.

Looking ahead, Natarajan also expressed optimism regarding Redington’s mobile phone business, particularly in the premium smartphone segment (devices costing more than 30,000 rupees or $361.30). The segment witnessed a significant 61% revenue jump in the first nine months of fiscal 2024 in the SISA region, indicating a strong appetite among affluent Indians for high-end mobile devices.

In addition to its core distribution business, Redington has been strategically expanding its cloud services division, aiming to diversify its revenue streams beyond traditional gadget distribution. This strategic pivot underscores Redington’s commitment to adapting to evolving market trends and capitalizing on emerging opportunities in the tech sector.

As Redington prepares to embrace the AI-driven future of computing, the company remains focused on delivering innovative solutions and exceptional customer experiences, reaffirming its position as a key player in India’s tech ecosystem. With AI poised to revolutionize the PC market, Redington’s proactive approach positions it at the forefront of this transformative shift, ready to cater to the evolving needs of its customers in the dynamic tech landscape.