Reliance Digital Launches 'Boot Up India' for AI PCs

The personal computing market is undergoing a major evolution, driven not by form factors, but by Artificial Intelligence. Recognizing this shift, Reliance Digital has launched Boot Up India, a nationwide campaign in partnership with Intel and Microsoft. Rolled out on May 29, 2026, the initiative aims to drive mass adoption of AI-enabled laptops by addressing pricing, financing, and long-term value.

Affordability and Ecosystem Incentives

To make premium technology accessible across various consumer segments, the campaign introduces a robust stack of promotional offers:

• Extended Protection: A free additional two-year warranty extension on eligible devices.

• Exchange Benefits: A guaranteed minimum exchange value of ₹5,000 for old laptops.

• Financial Incentives: Discounts of up to ₹15,000 via select bank cards and consumer paper finance options.

• Upskilling Rewards: Benefits worth up to ₹5,000 on select online learning courses, linking hardware acquisition with digital education.

The campaign features over 100 AI-ready configurations from leading global manufacturers, including Apple, Samsung, HP, Lenovo, ASUS, Dell, and Acer.

The AI-Driven Upgrade Cycle

For years, laptops in India were viewed as functional, low-excitement purchases compared to smartphones. However, the deep integration of AI tools into daily workflows is altering consumer behavior. Students use AI assistants for research, professionals rely on them to automate meeting summaries and presentations, and creators leverage AI for advanced editing. Because older hardware cannot seamlessly run this next wave of software, industry analysts expect a massive consumer hardware upgrade cycle focused on processing speed, intelligent workflows, and battery optimization.

An Omnichannel and Service-Led Strategy

Reliance Digital is leveraging its extensive physical footprint—spanning over 700 large-format stores and 900-plus My Jio stores across 850 cities—to give consumers a tactile, assisted retail experience. This hands-on guidance is critical for high-ticket technology purchases like AI laptops.

Furthermore, the retailer is positioning post-purchase support as a primary trust driver through its service arm, Reliance resQ. Customers will receive professional installation assistance, setup support, and ongoing maintenance services. By combining hardware, finance, digital skilling, and dedicated technical support, the campaign represents a modern retail playbook: selling outcomes, productivity, and an AI-powered lifestyle rather than just physical devices.