Nothing’s strategic emphasis on India is emerging as a textbook case of how new-age tech firms can adapt to an increasingly fragmented and uncertain global trade landscape. Amid growing anxieties around a potential reintroduction of “Trump tariffs” and tightening trade policies, especially between the US and China, Nothing’s proactive approach—shifting a larger share of its production and export operations to India—stands out as both timely and forward-looking.
During a candid AMA (Ask Me Anything) session on X (formerly Twitter), Carl Pei, the co-founder and CEO of Nothing, directly addressed concerns over how potential tariffs could impact the tech sector. When asked whether such tariffs might disrupt pricing and consumption in the tech industry, Pei offered a realistic, if cautious, view: “Who knows? Things are changing every day.” But what followed was far more decisive—“We’re looking into increasing exports from India.” This wasn’t just a throwaway comment—it signals a clear roadmap for de-risking global operations by turning India into an export powerhouse for the brand.
This shift toward India is not a sudden or isolated move. In fact, India has already played a pivotal role in Nothing’s success story so far. According to Counterpoint Research, the company recorded a staggering 577% year-on-year growth in India in 2024 alone, largely driven by the breakout performance of the Phone 2a series and strong consumer interest in the CMF by Nothing sub-brand. What’s more, the company recently crossed the $1 billion milestone in lifetime revenue—an achievement few startups can boast of in such a short span of time.
The Indian market offers more than just sales volume—it provides scale, talent, and cost advantages for manufacturing, all backed by strong government support for electronics and smartphone production. Nothing has already been aligning itself with India’s “Make in India” initiative. Devices like the Phone 3a and Phone 3a Pro are locally manufactured, which not only lowers production costs and import duties but also builds goodwill among Indian consumers.
Further cementing this strategy, Nothing appointed Akis Evangelidis, the company’s co-founder, as President of India operations. Evangelidis laid out an ambitious blueprint, stating, “India is one of the most important markets for Nothing and we believe there is a tremendous opportunity to become a leading consumer tech brand in the country.” He also affirmed Nothing’s commitment to deepening its domestic roots by expanding retail presence to over 12,000 stores and doubling investments in 2025. These moves show a long-term vision where India isn’t just a sales market—but a global launchpad.
This localized approach could prove vital in navigating global headwinds. Should tariffs tighten between the U.S. and China or other parts of Southeast Asia, Nothing’s Indian manufacturing base could act as a buffer, allowing it to maintain pricing competitiveness and avoid supply chain shocks. More importantly, by positioning India as an export base, Nothing could serve multiple global markets with minimal disruption.
As anticipation builds for the launch of the CMF Phone 2 Pro on April 28, Nothing is not just banking on a strong domestic reception but is also likely testing its global manufacturing and logistics capabilities out of India. However, the real spotlight will shift to Q3 2025, when the Nothing Phone 3 is expected to make its debut. Industry watchers speculate this could be the company’s first true flagship aimed at competing with the likes of Apple, Samsung, and OnePlus. If successful, it could redefine the company’s place in the global smartphone hierarchy—and India will be at the heart of that journey.
In a world where traditional tech giants are struggling to adapt quickly to shifting trade winds, Nothing’s nimble strategy—leaning into India for both production and export—may well become a model for future-ready tech companies.
