Primebook Co-founder and CEO Chitranshu Mahant discusses how the company is redefining affordable computing with its proprietary operating system, AI-led innovation, cloud computing and ambitions to build an indigenous technology stack while expanding into global markets
Primebook has positioned itself as a purpose-built computing brand for students rather than competing directly with mainstream laptop makers. How has this differentiated positioning shaped your growth strategy and brand identity?
Our strategy has always been driven by clarity of purpose rather than scale. Instead of becoming another laptop brand competing across every consumer segment, we chose to solve a very specific problem—making productive computing accessible for students.
We focus exclusively on the 15–25 age group, which needs affordable devices without compromising on performance. This sharp positioning has allowed us to design every aspect of Primebook around students’ real requirements rather than following the conventional roadmap adopted by mainstream PC manufacturers.
India’s sub-Rs 30,000 computing segment represents a significant opportunity. According to IDC 2025 estimates, this category accounts for nearly four million laptops, or about 25% of the overall market. While global brands participate in this space, they largely continue to offer entry-level Windows devices powered by legacy chipsets. We saw an opportunity to rethink the entire experience instead of merely lowering specifications to meet a price point.
Our vertically integrated approach—combining optimised hardware with our proprietary PrimeOS—has become the foundation of our differentiation. By using an ARM-based architecture instead of the traditional Windows ecosystem, we’ve been able to deliver significantly better real-world performance for student workflows such as multitasking, attending online classes, coding, research and content creation.
Software optimisation also enables up to 14 hours of battery life, almost double that of many conventional laptops in this price category.
Importantly, we’re building an ecosystem rather than simply selling hardware. Primebook supports Android applications, Linux applications, web applications and cloud-based Windows virtual machines on a single device. That flexibility allows students to learn, experiment and create without investing in expensive hardware.
Today, Primebook stands for accessible innovation, purpose-built technology and a student-first philosophy.
India’s affordable computing market is becoming increasingly competitive. How do you balance affordability, innovation and profitability while building long-term brand loyalty?
Competition will only intensify, but we believe the winners will be those that build trust rather than simply compete on price.
Affordable pricing may attract first-time buyers, but customer experience determines whether they stay with the brand.
Our approach starts with continuous software innovation. Instead of adding expensive hardware that increases costs, we optimise our operating system to extract maximum performance from existing hardware. That allows us to deliver faster multitasking, longer battery life and a smoother experience while keeping devices affordable.
The ecosystem is equally important. Primebook’s four-in-one application ecosystem allows users to seamlessly work across Android, Linux, web applications and cloud-based Windows environments. That significantly expands what students can achieve on a value-for-money device.
Customer support is another pillar of our strategy. We offer free pick-up and drop service, a one-year warranty and our ‘Tech Buddy’ programme, where every new customer receives one month of personalised technical assistance.
The consistently high ratings we receive on Amazon and Flipkart reinforce that customers value the overall experience—not just specifications. Our objective is to build lifelong relationships with students by combining affordability, continuous innovation, dependable service and an ecosystem that evolves with their academic and professional journey.
Beyond hardware, Primebook has invested heavily in its proprietary PrimeOS. How critical is software differentiation to your long-term strategy?
We believe software—not hardware—is the real differentiator in computing.
Hardware specifications can be replicated relatively quickly, but a thoughtfully designed operating system fundamentally transforms the user experience. That’s why PrimeOS has always been central to our strategy.
Because the software is tightly integrated with our hardware platform, we can optimise performance, reduce resource consumption and significantly improve battery efficiency. This allows us to deliver up to 14 hours of battery life while outperforming many conventional Windows laptops during intensive multitasking.
The platform also supports Android apps, Linux software, web applications and cloud-based Windows virtual machines, giving students tremendous flexibility for coding, designing, content creation and professional workflows.
Artificial intelligence makes software differentiation even more important. Our next-generation devices will feature Neural Processing Units (NPUs) capable of running Small Language Models locally, enabling faster and more secure AI experiences without depending entirely on the cloud.
We’re also developing PrimeAGNT, which introduces prompt-based computing. Instead of manually navigating multiple applications, users will be able to summarise documents, draft emails and manage workflows simply by interacting with the operating system in natural language.
We’re equally focused on security and privacy. Future devices will incorporate secure chipsets, while our long-term vision is to ensure operating system data remains within India. We increasingly see operating systems as strategic digital infrastructure, making indigenous software development critical for technological sovereignty.
AI is rapidly reshaping education. How is Primebook evolving its product roadmap to meet the changing needs of students and educational institutions?
Generative AI is fundamentally changing how students learn, research and create. Today’s students are among the most active AI users, but smartphones alone are no longer sufficient for multitasking, coding or running professional software.
We see this creating sustained demand for affordable yet highly capable computing devices.
Our roadmap focuses on democratising AI rather than making it a premium feature. The next generation of Primebook devices will integrate dedicated NPUs capable of running Small Language Models locally, bringing faster performance, lower latency and stronger privacy.
At the operating system level, PrimeAGNT will enable prompt-based computing, allowing students to summarise lectures, draft assignments, organise notes and automate repetitive tasks using natural language.
We’re also expanding our built-in productivity suite with features such as automatic video transcription, smart note-taking tools and integrated learning utilities.
For engineering, architecture, animation and software development students, we’ve introduced Prime X Cloud PC, which provides on-demand access to cloud GPU workstations capable of running applications such as AutoCAD, Blender and advanced coding environments.
This removes the need to purchase laptops costing over Rs 1 lakh while democratising access to professional-grade computing.
What is your long-term vision for Primebook over the next three to five years?
Our ambition extends far beyond becoming a successful hardware company.
We want to build India’s most comprehensive student-focused computing ecosystem while contributing to the country’s digital technology stack.
Over the next three to five years, we’ll strengthen our presence across India through expanded offline retail partnerships while continuing to grow aggressively on Amazon and Flipkart.
International expansion is also a key priority. We’ve already entered Zimbabwe and are building our presence in Brazil and Mexico, where demand for affordable computing mirrors India’s.
Technology leadership will remain central to our strategy. We’ll continue investing in AI-native computing, local AI processing, cloud computing services and intelligent productivity tools. Security and privacy will also remain critical, with secure chipsets and an architecture designed to ensure operating system data stays within India.
Beyond commercial growth, we have a broader strategic ambition. We believe operating systems are foundational digital infrastructure. Just as India has created globally recognised digital public infrastructure, we believe PrimeOS can contribute to building an indigenous technology stack that strengthens India’s digital sovereignty and reduces dependence on foreign software ecosystems.
Regardless of how our portfolio evolves, our mission will remain unchanged—to empower students, first-time computer users and young innovators with affordable, intelligent and future-ready computing.
