India Emerges as Strategic Manufacturing and Export Base for Nothing
Amid rising geopolitical uncertainty and potential disruptions to global supply chains, UK-based consumer tech brand Nothing is looking to scale up its export operations from India. In a recent Ask Me Anything (AMA) session on X, company founder and CEO Carl Pei revealed that India is becoming a crucial node in the firm’s risk mitigation strategy, hinting at a potential shift in Nothing’s global logistics and manufacturing blueprint.
Carl Pei stated unequivocally that the company is “looking into increasing exports from India,” a response that reflects the growing unpredictability of international tariffs and tech trade regulations. While Pei acknowledged that market dynamics could shift quickly, his comments indicate a decisive intention to reduce dependency on any single region by leveraging India’s expanding tech infrastructure and trade advantages.
Highlights
Carl Pei confirmed Nothing is “looking into increasing exports from India.”
Strategy aimed at mitigating global trade disruptions and tariff volatility.
India’s role in global operations is set to expand amid shifting supply chain priorities.
Explosive Growth in Indian Market Spurs Local Investment and Expansion
India is not just a manufacturing base but a high-growth market for Nothing. According to Counterpoint Research, the company saw a 577% year-on-year growth in India during 2024, driven by soaring demand for the Phone 2a series and CMF-branded products. This momentum has not only solidified India’s strategic value but also prompted Nothing to double down on its presence in the country.
The company’s latest devices, the Phone 3a and 3a Pro, are locally assembled, reinforcing its commitment to the government’s “Make in India” initiative. As Pei puts it, local production is no longer just a compliance move but an integral part of the brand’s agility and resilience.
Co-founder Akis Evangelidis, who now leads India operations, has called the country “one of the most important markets.” He outlined ambitious plans to expand offline retail to over 12,000 stores and deepen local manufacturing capabilities through 2025.
Highlights
Nothing posted 577% YoY growth in India in 2024.
Phone 3a and 3a Pro assembled locally; more manufacturing scale-up planned.
Over 12,000 offline stores targeted across India by 2025.
India-Centric Product Strategy Positioned to Power Global Expansion
Nothing’s evolving India strategy is not just about production and exports—it is becoming central to product launches and brand positioning. The upcoming CMF Phone 2 Pro, scheduled for launch on April 28, and the Nothing Phone 3, expected in Q3 2025, are both integral to this approach. These products are expected to be manufactured in India and may potentially be exported to global markets directly from Indian facilities.
As tariffs and trade friction intensify across the US, China, and EU tech corridors, India’s policy stability and expanding electronics ecosystem offer a viable hedge. The government’s production-linked incentive (PLI) schemes and pro-export trade policies are further incentivizing global tech firms to localize manufacturing and ship globally from Indian ports.
Nothing’s India-first strategy could allow it to avoid pricing shocks and supply disruptions, especially as it eyes rapid expansion into emerging markets and price-sensitive regions.
Highlights
CMF Phone 2 Pro to launch April 28; Phone 3 to debut in Q3.
India may become primary production and export hub for new global devices.
Tariff resilience and faster go-to-market expected via India-centric logistics.
India’s Position Strengthens as Tech Supply Chain Pivot Point
The strategic shift by Nothing comes at a time when India is being increasingly viewed as a supply chain pivot for global electronics and consumer tech. With Apple, Samsung, Google, and now Nothing expanding their manufacturing and export bases in the country, India is emerging as a credible alternative to China-centric production models.
Carl Pei’s remarks reflect a wider sentiment in the industry: that geopolitical diversification is now a strategic imperative, not an optional insurance policy. For companies like Nothing, the combination of rising domestic demand, favorable government incentives, and a maturing electronics supply chain makes India an attractive dual-purpose hub—for both scale and stability.
Highlights
India increasingly seen as a counterweight to China in global tech production.
Firms including Apple and Samsung already leveraging India as an export base.
Nothing joins growing cohort of tech brands betting on India for global resilience.
