Dell Positions India as Key Growth Engine, Revives Iconic XPS Brand for AI-PC Push

Dell Technologies is doubling down on India, calling it a "growth engine for the global AI landscape" as it launches its most significant portfolio overhaul in years. Speaking on the sidelines of CES 2026, Raj Kumar Rishi, VP and MD of Dell’s Consumer & Small Business segment, reaffirmed that India remains a top-five priority market critical to the company’s "AI-first" evolution.

The Return of the XPS Flagship

In a strategic course correction, Dell has officially reintroduced the XPS brand at CES 2026, pivoting away from last year’s simplified "Premium" naming convention. The flagship XPS 14 and XPS 16 laptops—powered by the brand-new Intel Core Ultra Series 3 processors—are positioned as the spearhead for Dell’s Indian expansion. These devices feature a dedicated AI Boost NPU capable of up to 50 TOPS, designed for on-device AI tasks like real-time video editing and intelligent battery optimization.

Strategic Footprint and Manufacturing

With over 19 years of manufacturing presence at its Sriperumbudur facility near Chennai, Dell is leveraging its local production to maintain a "lean inventory" model in India. Despite intense competition, Dell holds a 14.6% share of India’s record-high PC market (as of Q3 2025 data), ranking fourth overall behind HP, Lenovo, and Acer.

The company is banking on a massive physical expansion to reclaim market share. Dell now operates in more than 400 cities, supported by:

• 540+ Dell Exclusive Stores.
• 850+ large-format retail outlets.
• 5,000+ multi-brand outlets.

Experience-Led Retail: Alienware and Gaming

To capture the high-growth gaming segment, Dell is investing in specialized Alienware Experience Centers in Delhi, Kolkata, Hyderabad, and Bengaluru. These hubs allow enthusiasts to test the new Alienware 16 Area-51 and Aurora laptops, which now feature anti-glare Tandem OLED screens and Nvidia RTX 50 Series GPUs.

Summary

Dell's 2026 India strategy hinges on "Premiumization with Purpose." By reviving the XPS brand and focusing on "next-gen AI laptops" (which surpassed 100,000 units shipped in India last quarter), Dell is moving to capture a younger, tech-savvy demographic that views PCs as long-term AI investments.

Frequently Asked Questions (FAQs)

Q1: Why is Dell bringing back the XPS brand? 

After a year of using more generic naming, Dell reintroduced XPS at CES 2026 to leverage its 30-year legacy of "Extreme Performance Systems" as it competes with Apple's MacBook Air and Pro in India.

Q2: Where are Dell's AI-PCs manufactured? 

Dell produces a significant portion of its Indian inventory at its Sriperumbudur facility, which has been operational since 2007.

Q3: What makes the 2026 XPS models different? 

The 2026 XPS 14 and 16 feature a Tandem OLED display (first seen in 2024 but now mainstream) and a chassis that is 36% quieter and significantly lighter than previous iterations.

Q4: How does Dell rank in India’s PC market? 

According to latest IDC data, Dell is the 4th largest player with a 14.6% market share. It leads specifically in certain high-end commercial desktop and workstation categories.

Q5: When will the new AI-powered XPS models be available in India? 

Following the CES 2026 reveal, the XPS 14 and 16 are expected to hit Indian retail shelves in March 2026.