Nothing Expands India Manufacturing, Eyes Consumer Growth

Nothing, a UK-based smartphone company, is making an even bigger plunge into India by declaring the country not only the most important market for its consumers but also a manufacturing hub. Subsequently, the company is planning to broaden the production of its wearables in India, primarily because of the successful implementation of the Make in India initiative by the government.

For six consecutive quarters, Nothing has been the fastest-growing smartphone firm in India, which is a testament to the significance of the country in its global strategy. The company’s co-founder, Akis Evangelidis, said, “In India, we see very big opportunities, especially the role that India has to play on a global scale. We want to be building from India to other parts of the world. More or less, we have already started the process of moving the operations for sub-brand CMF which is our Indian counterpart, to benefit from the Indian capabilities because we see India as essentially what China was 10 years ago.”

Evangelidis pointed out that the Make in India program was the deciding factor, “I think the Made in India initiative has drastically changed the dynamics of manufacturing from China to India, and I also believe that things are going to be only better and in the right direction.” Further, he gave an example of global majors, for instance, Apple, who are presently making exports from India to the US.

As a result of the Nothing’s India-first approach, the company is actively developing its retail footprint as well as the service ecosystem. The company has already set up five exclusive service centers, 20 priority desks, and more than 330 authorized service locations. There has also been a drastic increase in the number of retail outlets, from 2,000 last year to 10,000 stores across the country.