Nothing Eyes India as Global Export Hub Amid Trade Risks
Facing global trade uncertainties, tech startup Nothing is ramping up exports from India, leveraging its booming growth and “Make in India” strategy.
Nothing Bets Big on India as Global Trade Tensions Loom
As global supply chains face fresh uncertainty, London-based tech startup Nothing is doubling down on a strategic shift that could define its global future — turning India into a major export base.
During a recent “Ask Me Anything” session on X, Nothing founder and CEO Carl Pei hinted at the company’s next big move. With the global tech industry grappling with tariff swings and geopolitical turbulence, Pei confirmed that Nothing is actively exploring ways to boost exports from India. It’s not just a contingency plan—it’s a calculated pivot toward stability.
“We’re looking into increasing exports from India,” Pei stated, in response to a question about trade barriers and potential pricing disruptions. “Who knows? Things are changing every day.”
Why India? A Growing Pillar in Nothing’s Global Strategy
India isn’t just a backup—it’s already a cornerstone of Nothing’s remarkable growth. In 2024, the company witnessed an eye-popping 577% year-over-year growth in India, according to Counterpoint Research. The surge was largely driven by the Nothing Phone 2a and the budget-friendly CMF by Nothing lineup, which quickly gained traction among price-conscious but tech-savvy consumers.
Adding weight to its India commitment, Nothing now locally assembles its latest products, including the upcoming Phone 3a and 3a Pro. This not only reinforces its alignment with the Indian government’s “Make in India” initiative but also opens new doors to export efficiencies—especially as more Western tech firms diversify away from over-reliance on Chinese manufacturing.
Leadership on the Ground: India Gets a Seat at the Executive Table
The company’s growing focus on India took another step forward when co-founder Akis Evangelidis was appointed President of India operations. In a statement, Evangelidis called India “one of the most important markets” for Nothing and announced bold plans to deepen its roots.
His vision? A nationwide expansion to 12,000+ offline retail outlets and a significant scale-up in local manufacturing by 2025. It’s a clear message: India isn’t just part of the roadmap; it is the roadmap.
Turning Tariffs Into Opportunity
The global tech supply chain has become increasingly volatile, with tariff battles and policy shifts disrupting predictability. For many startups, these are existential threats. For Nothing, however, they may offer a unique opening.
By turning India into an export powerhouse, Nothing could cushion itself against future shocks—and perhaps gain a competitive edge. Assembling and shipping from India could enable faster market entry into regions like Southeast Asia, the Middle East, and Africa, where Indian trade relations are often more favorable.
It’s also a long-term hedge against inflationary pressures caused by trade wars. With costs potentially rising in China and other manufacturing hubs, India offers a compelling mix of skilled labor, government incentives, and growing domestic demand.
Looking Ahead: Two Launches, One Strategy
With the CMF Phone 2 Pro scheduled for launch on April 28, and the much-anticipated Nothing Phone 3 set for a Q3 release, the company’s India-first approach is not just about manufacturing—it’s about market testing, supply chain agility, and export scalability.
Each new launch gives the brand more leverage to test innovations in India’s fast-moving market before scaling globally. It’s a model that could become a playbook for other challenger brands aiming to thrive amid global tech volatility.
Conclusion: Can India Be Nothing’s Everything?
As tech firms worldwide scramble to recalibrate their supply chains, Nothing is embracing India not as a fallback, but as a foundation for its future. From surging sales to localized production and executive focus, every signal points to a company betting big on the subcontinent.
If Carl Pei’s strategy pays off, India won’t just be a growth engine—it could become the company’s launchpad to global dominance.
Disclaimer:
This article is based on public statements and data available at the time of writing. It is intended for informational purposes only and does not constitute financial or investment advice.
source : Moneycontrol