India plays a critical role in Dell's global supply chain, says senior executive

Sam Burd, President, Client Solutions Group, Dell

In a candid discussion, Sam Burd, President of Dell’s Client Solutions Group, shedded light on the company’s commitment to the Indian market, its long-standing presence in the country, and the importance of India as a manufacturing hub. Burd also spoke about the massive transformation awaiting the PC industry, driven by the integration of AI.

“India is an incredibly important market for Dell. We’ve been operating in the country for a long time, and we believe in its potential and opportunities,” Burd told Moneycontrol in an exclusive interview.

Burd and Dell believe that India has transformed significantly, especially in terms of digitisation and technology adoption. “I was there in 2024 and was deeply impressed by the advancements. It’s inspiring to see how businesses and individuals are innovating and thinking about technology in new ways,” he said.

Dell, as per a report by Canalys, has close to 15 per cent market share in India. “We cater to a broad spectrum of customers in India, from consumers to small and medium businesses, and even some of the largest enterprises,” he said.

More Made in India Dell PCs?

Burd said that India remains a key part of Dell’s global supply chain. “We have manufacturing facilities in the country, and we’ve been very satisfied with how this has evolved. Our supply chain is designed to be resilient and capable, and India plays a critical role in ensuring that,” he said.

The age of AI PCs is coming and Dell wants to capitalise on a key market. “There’s a global installed base of around 1.5 billion PCs, many of which are outdated. Over half of them are still running Windows 10, with over 500 million lacking hardware capable of upgrading to Windows 11,” Burd told Moneycontrol. “This creates a significant refresh opportunity, especially as we integrate AI capabilities directly into devices.”

But are customers really ready for AI PCs? According to Burd, the learning curve for AI adoption lies less with users and more with application developers. “Developers are embedding AI into their software, making it seamless for users. You won’t need to toggle between AI-enabled and non-AI-enabled modes. Instead, AI will simply enhance the way applications function.”

Burd pointed to security and productivity applications as key examples of this transformation. “Security apps running on Neural Processing Units (NPUs) can improve battery life and enhance device protection, all without users noticing the underlying processes. Similarly, creative tools and productivity suites like Microsoft 365 are leveraging NPUs to deliver smarter, more efficient experiences.”

Dell’s vision, according to Burd, is a future where AI is seamlessly embedded into devices and applications, empowering users without requiring them to adapt to a new paradigm. “It’s like Wi-Fi—something you’ll expect to have because it enhances your experience without any effort.”