Nothing, the London-based consumer tech brand founded by Carl Pei, is set to open its first flagship retail store in India later this year. This move signals a deepening commitment to the Indian market, which has been a key driver of the company's global growth.
Akis Evangelidis, Co-founder and India President of Nothing, made the announcement. In addition to the store launch, Evangelidis revealed that Nothing's sub-brand, CMF, is in the process of establishing its global headquarters in India. This move signifies a strategic shift towards making India a central hub for Nothing's operations, going beyond just manufacturing to "building from India to the world". The company has also moved CMF's Global Marketing function to India.
The opening of a flagship store in India is a strategic step to broaden customer access and boost sales in a highly competitive market. Offline retail channels play a key role in building confidence among consumers who are still discovering the brand. The store will allow consumers to experience the latest products and interact with in-store technical experts. Currently, Nothing has a flagship store in Soho, London.
Nothing has demonstrated a strong commitment to local manufacturing in alignment with the Indian government's "Make in India" initiative. The company's Phone (3) is now being manufactured in India and exported. This localized production is expected to improve operational efficiency, reduce supply chain latency, and enable faster response to market dynamics. The Phone (3) is assembled at Nothing's Chennai facility, which employs over 500 staff, 95 percent of whom are women.
Nothing has been expanding its after-sales service network in India. The company operates more than 330 service centers in India, including five exclusive centers in Bengaluru, Delhi, Mumbai, Hyderabad, and Chennai, along with 20 priority desks. The company aims to increase its total service coverage by 10 percent by the end of 2025, with the addition of 10 new priority desks and a broader network of service centers nationwide.
Nothing has experienced rapid growth in India. The brand recorded a 577% year-over-year growth in India's smartphone market in 2024, driven by strong demand for the Phone (2a) Series and its sub-brand CMF. According to Counterpoint Research, Nothing was the fastest-growing smartphone brand in India in the first half of 2025. In the second quarter of 2025, Nothing recorded a 146% year-on-year growth in smartphone shipments in India.
Nothing's success in India has been attributed to its unique product positioning, minimalist design, clean stock Android experience, strong appeal among Gen Z consumers, expansion into budget and mid-range smartphone segments, and growing offline retail footprint. The company's target audience is the price-conscious youth. Nothing's strategy focuses on software features and user experience.
The company's sales and marketing strategy combines online and offline channels. Flipkart is a key e-commerce partner in India. Nothing aims to expand its retail presence to 12,000 stores by the end of 2025. Strategic partnerships with major retailers such as Croma and Vijay Sales are critical for expanding the company's reach and sales.
