If you haven’t been keeping up with the latest in tech, of recent, then you may not know that Realme and Xiaomi recently hiked the price for some of its popular smartphones to compensate for the depreciation in rupee price against the dollar.

Well, it certainly startled buyers as they expected other phone makers to follow suit but Asus has today taken a tough stand and revealed it will not hike the price of its ZenFone devices in India.

Yes, the Taiwanese giant is looking to further the rivalry (with Xiaomi in the budget and OnePlus in the budget flagship segment) and has decided to bear the brunt of losses and not ramp up the price of its comeback devices. In an official statement, Dinesh Sharma, Head of Mobile Business at ASUS India stated that,

“We’re (Asus) committed to the Indian market and thrive to keep our fans happy. Despite the ongoing rupee-dollar race, we have decided to absorb the cost currently and give our fans a better value proposition. We are glad to announce that none of our ZenFones will see an increase in price.”

This is especially great news for prospective buyers who had been looking to buy a new smartphone. Asus has adopted a strategy different from Xiaomi, who has increased the price of its budget smartphones and Mi TVs while slashing the price of its popular Mi A2, and Redmi Note 5 Pro smartphones. Consumer protection in the short-term for bigger profits in the long-term is what Asus seems to be going for with this move.

As for what this means for Asus fans, you can still buy your favorite Asus ZenFone devices, including the recently launched ZenFone Lite L1, ZenFone Max M1 and popular ZenFone 5Z, ZenFone Max Pro M1 at the price they’re currently selling for online or offline.