From Retail to Strategy: Why India Is Now at the Center of Nothing’s Global Plans

Nothing is doubling down on India. Co-founder Akis Evangelidis has confirmed two big moves: the company will open its first flagship store here later this year, and CMF — its budget-friendly sub-brand — will shift its global headquarters to India.

Both steps make one thing clear: India is no longer just another sales market for Nothing. It’s becoming the place where the company wants to anchor its global plans.

Why a Store, and Why Now

For years, India’s smartphone story was all about online sales — midnight flash deals, festive discounts, and carts filled on Flipkart or Amazon. But that balance is shifting back.

According to IDC, offline smartphone shipments grew 14.3% year-over-year in Q2 2025, taking a 53.6% share of the market. Online channels, meanwhile, stayed flat at 46.4%. In other words, more than half of all phones in India are now sold in physical stores.

That’s why brands are putting money back into retail. Apple opened two new stores in Bangalore and Pune a few days back, designed as experience centers rather than just shops.

Nothing wants to tap into the same momentum. A flagship store gives it the chance to showcase its ecosystem — phones, earbuds, and accessories — in a way no online listing ever could. For a young brand still building trust, that face-to-face connection matters as much as the sales themselves.

CMF Anchors Its Future in India

The second announcement may be even bigger. CMF, the arm of Nothing that focuses on affordable smartphones and wearables, will move its global headquarters to India.

That’s not just a headline. It means decisions about what CMF builds, how products are positioned, and where they launch will increasingly be made here. Evangelidis described it as “building from India to the world.”

For Indian talent, it’s a chance to shape products sold globally. For Nothing, it’s a way to tie its future more closely to a country that already drives much of its production and shipments.

Nothing’s Breakout Growth

Nothing isn’t starting from scratch. According to IDC, the brand saw the highest growth of any smartphone maker in India in the first half of 2025 — a massive 84.9% year-over-year jump, ahead of iQOO’s 68.4%.

That makes both the flagship store and CMF’s HQ shift look less like experiments and more like bold bets. The company already has momentum, and now it wants to lock it in with a deeper presence.

Why It Matters for Consumers

For Indian buyers, the changes are pretty straightforward. A flagship store means you won’t need to rely only on reviews and spec sheets. You’ll be able to walk into a space, test the Phone (3) or a pair of earbuds, and decide if they actually work for you.

And with CMF’s headquarters moving here, India won’t just be where devices are made. It’ll be where ideas are born — and where global products start their journey.

Looking Ahead

Nothing hasn’t said which city will host the first flagship store or when it will open. But the bigger picture is already clear. With a record growth run, CMF’s HQ shift, and now an offline retail push, India isn’t just another stop for Nothing. It’s becoming the center of the brand’s global playbook.