Inside Dell’s Consumer Strategy with Raj Kumar Rishi: AI, Gaming, Modularity, and the Indian Market

The way people use laptops has changed faster than the laptops themselves. Everyone needs a machine that can do work, games, video editing, and side projects, while still lasting for many years. When I spoke with Raj Kumar Rishi, Vice President and General Manager, Consumer Business, Asia Pacific and Japan, Dell Technologies, the conversation landed on how the company is trying to build a lineup that doesn’t panic under that mix. He walked through how Dell is reorganising its portfolio, how it’s planning to keep its service machinery running across India, why the market matters so much to the company right now, and what direction the brand wants to push towards in 2026.

In Conversation with Raj Kumar Rishi, VP and GM of Dell Technologies

Photo Credit: Raj Kumar Rishi, Vice President and General Manager, Consumer Business, Asia Pacific and Japan, Dell Technologies

Design, Ecosystem, and a Restructured Portfolio

When asked about Dell’s design philosophy, Rishi said the company is focused on balancing aesthetics with longevity and usability. According to him, Dell aims to build devices that are “engineered to be lightweight, and for durability, so they not only look great but stand the test of time.” That’s evident in Dell’s more premium, thin-and-light machines — historically represented by the XPS lineup, which has now been folded into the company’s new naming structure. This approach also extends to a broader set of accessories designed to simplify multi-device, multi-application workflows. As he put it, “Productivity today spans far beyond the PC, so we design for the whole desk … with a comprehensive ecosystem that works better together.”

Part of this rethinking includes how Dell categorises its devices. We asked if the company’s new three-tier naming strategy — Dell, Dell Pro, and Dell Pro Max — helps consumers identify the right product. Rishi said the shift is “grounded in clarity, simplicity and user-first thinking,” with each tier “purpose-built” for different usage levels, from general use to performance-intensive workloads. Alienware continues as a standalone gaming brand that has been “serving PC gamers for nearly 30 years.”

That intent is easy enough to understand, but it also represents a noticeable break from the long-running model names that many users were familiar with. XPS and Inspiron, for instance, had a level of recognition that translated to quick recommendations at retail — people knew what they were buying. The iPhone-like naming scheme aims to simplify that decision, but in practice, it feels less intuitive right now because it lacks the identity those legacy names carried.

AI Integration and Gaming in Dell's Lineup

On whether AI integration goes beyond marketing, Rishi said Dell is trying to make AI useful at a day-to-day level rather than treating it as a checkbox. According to him, “AI forms the core of the business, embedded across operations, customer experience strategies, and the entire product ecosystem.”

For consumers, that translates to laptops that automatically optimise performance, improve battery behaviour, speed up routine workflows, and adapt to individual usage patterns. Rishi pointed out that Dell’s AI PC lineup, including devices like Dell Plus notebooks and Alienware systems powered by Intel, AMD, and Qualcomm chipsets, brings “advanced on-device AI capabilities” designed to enable “faster performance, intelligent workflows, and more personalised computing experiences” for the end user.

Gaming remains a significant demand driver for the consumer PC space. When asked how Alienware’s latest systems contribute to growth, Rishi pointed to the Area-51 desktop, “which represents the pinnacle of gaming power,” and Aurora laptops, saying they offer “smoother gameplay, faster response times, and more immersive visuals that elevate the entire gaming experience.” The broader design intent, he added, is to “create technology that not only performs but inspires.”

Longevity, Repairability, and India’s Expanding Role

When asked whether modular or repairable designs are part of Dell’s roadmap, Rishi said the company sees this as a core requirement going forward rather than a niche experiment. According to him, “modularity and repairability are central to how we see the future of technology,” and building sustainable devices means making them easier to fix, upgrade, and reuse.

Dell’s latest Dell Pro and a few Pro Max models now feature modular components like replaceable USB-C ports and mainboards, allowing users to swap out faulty parts without replacing the entire system. A move, Rishi said, “not only extends product life but also helps reduce electronic waste.”

He also pointed to the Alienware Area-51 desktop, designed for users who enjoy personalising and upgrading their setup over time. The system features a QR-code-guided maintenance process to simplify DIY updates, reinforcing Dell’s push toward more user-friendly longevity. As Rishi put it, these innovations are part of a broader commitment to “sustainability and circular design, creating technology that’s not only high performing but also built responsibly for the long term.”

India plays a key role within this strategy. Rishi described the country as “one of Dell’s most important markets globally,” and a “growth engine for the global PC and AI landscape.” To support that demand, Dell has built a sizeable offline footprint with “540 Dell Exclusive Stores, 852 large-format outlets, and 5,000 multi-brand locations across more than 400 cities, giving customers easier access to buying and servicing products.” Rishi said Dell also offers “comprehensive support services, providing users with 24/7 expert assistance for both hardware and software needs,” ensuring that help is available whenever issues come up, whether remotely or through technician visits when required.