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From its inception, Nothing, a London-based tech company, has always regarded India as a pivotal element in its growth strategy. After an outstanding 2024, where Nothing emerged as the fastest-growing brand in India’s smartphone sector, achieving a remarkable year-over-year growth of over +577% according to Counterpoint Research, the company is set to bolster its presence in the market further. A key initiative in this expansion is the appointment of Akis Evangelidis, the co-founder of Nothing, as its President in India. In this enhanced role, he will not only drive the global vision of Nothing but also guide the strategic pathways necessary for the company’s growth and operations in India.
“Last year was focused on exploration, while this year will zero in on expansion,” Akis shared in an exclusive conversation with Times Now Tech and Digit while announcing his new role.
This announcement aligns with the growing significance of India within the global smartphone market, spurred by government initiatives and a tech-savvy population. “The Indian consumer is incredibly discerning when it comes to technology,” Evangelidis comments. “India is on the threshold of becoming a major contributor to the global smartphone landscape, and we are eager to partake in that evolution.”
By the end of 2025, Nothing has ambitious plans to have its products available in more than 12,000 retail outlets throughout India. Currently, the brand has already established a presence in over 9,000 stores. Notable partners include Croma, Vijay Sales, and regional chains in southern India such as Sangeetha and Poorvika.
In a progressive move, Nothing recently revealed that its forthcoming Phone (3a) Series will be manufactured at its local facility in Chennai. This decision aims not just to leverage India’s robust manufacturing capabilities but also to contribute positively to the local economy.
In an exciting development, Akis confirmed that, globally, Nothing has surpassed 7 million units in product sales and has achieved a significant revenue milestone of $1 billion.
Founded just four years ago, Nothing has quickly become a noteworthy name in the consumer technology landscape. The London-headquartered startup, co-founded by Carl Pei and Akis Evangelidis, set out with the aim of rejuvenating a smartphone market that was becoming increasingly monotonous.
When Nothing launched its inaugural product, the Ear (1) wireless earbuds, in 2021, it sparked considerable excitement and intrigue. The brand’s distinctive design and fresh approach to consumer tech resonated with enthusiasts. “We felt that the tech industry lacked inspiration,” recalls Evangelidis. “Everything appeared uniform, devoid of a bold vision.”
The journey continued with significant endorsements from industry veterans such as Tony Fadell and Steve Huffman, culminating in the launch of the Phone (1) in 2022. “Our objective was to create a design that was unmistakable from two meters away, without relying on any logos,” explains Evangelidis. This strategy proved successful, resulting in sales exceeding 700,000 units.
Shifting from audio devices to smartphones presented its challenges. “Entering the smartphone market is an entirely different scenario,” admits Evangelidis. “Any misstep in areas like supply chain logistics or product marketing can spell disaster.”
Fortunately, the launch of Nothing’s second smartphone, the Phone (2), was met with widespread acclaim for its refined hardware and a bespoke Android operating system.
Interestingly, the introduction of the Phone (2a), priced competitively in the Indian market, marked a significant turning point. “We wanted to gauge interest in our unique product experience at various price points,” shares Evangelidis. The response was overwhelmingly positive, leading to the sale of 100,000 units within just 24 hours.
Since that pivotal moment, the company has celebrated multiple successes with its A-series and CMF-branded products, including the CMF Phone 1, which flew off the shelves with 100,000 units sold in merely three hours. Nothing has succeeded in keeping these offerings affordable while striving to establish a comprehensive ecosystem around them.
As Nothing sets its sights on an exciting future, the launch of the Phone 3(a) series is scheduled for MWC 2025. This will mark the debut of a Pro model, which will feature a strong emphasis on camera technology.
Additionally, 2025 will see a strategic pivot back to Qualcomm processors after a previous collaboration with MediaTek for the Phone (2a). “The feedback from our users was unequivocal – they wanted Snapdragon chipsets,” Evangelidis observes. “Recognizing the success of our offerings, Qualcomm collaborated closely with us to ensure this shift.”
The anticipated Phone (3a) and Phone (3a) Pro are expected to carry forward the momentum built by their predecessors.
Beyond just smartphones, Nothing is also laying the groundwork for a larger tech ecosystem. “Currently, our focus is on expanding our smartphone business. Once we secure a stronger market presence, we will explore additional product categories,” Evangelidis hints at the company’s plans for the future.
