CMF by Nothing Relocates Global Marketing to India, Citing Fastest-Growing Market Status

CMF by Nothing, the sub-brand of consumer technology company Nothing, is strategically shifting its global marketing operations to India. This significant move, announced by CEO Carl Pei, aims to capitalize on India's emergence as its most important and fastest-growing market within the consumer tech landscape. The decision underscores India's pivotal role in the future of technology and CMF's ambition to innovate and build products from India for a global audience.

Carl Pei articulated the rationale in a recent social media post, stating, "> We’re shifting CMF’s Global Marketing to India, its most important and fastest-growing market. India is playing a pivotal role in the future of consumer tech, and we’re excited to build in India - for the world." This strategic alignment leverages India's robust consumer demand and its government's "Make in India" initiative, which actively promotes domestic production and innovation. The company intends to centralize its marketing efforts in India to gain deeper insights into local trends and consumer preferences.

Akis Evangelidis, Co-founder of Nothing and President of its India operations, further emphasized the practical benefits of this transition, noting it will enable CMF to "move faster, stay closer, and build stronger foundations" in its crucial market. This relocation is anticipated to foster enhanced real-time market intelligence, accelerate the execution of marketing campaigns, and ensure closer alignment with product development tailored for the Indian market. CMF, established to offer affordable yet design-conscious tech products such as earbuds, accessories, and smartphones, seeks to evolve into a globally recognized brand with strong roots in India.

The move by CMF highlights India's escalating influence as a global consumer technology hub, propelled by its large, youthful, and tech-savvy population, alongside supportive government policies. Nothing, the parent company, has already demonstrated a strong commitment to India, manufacturing a significant portion of its hardware in the country. The company has reported remarkable success, including a 577% year-on-year growth in the Indian smartphone market in 2024, and recently surpassed $1 billion in lifetime sales. CMF is actively recruiting for various marketing and product-related roles in Gurgaon, further solidifying its investment and presence in the region's burgeoning tech ecosystem.