Technology startup Nothing, known for its disruptive approach to hardware design, has announced a strategic move: it will turn its CMF brand into an independent subsidiary, headquartered in India. This decision marks a turning point in the company’s trajectory, as it seeks to consolidate its presence in one of the most competitive and fastest-growing markets in the world.
Table of Contents
CMF: a young brand with great potential
CMF was born in 2023 as Nothing’s bet to conquer the affordable device segment, initially launching headphones and a smartwatch. In a short time, the brand expanded its catalog with low-cost smartphones, gaining traction in emerging markets thanks to its value for money.
Today, CMF is positioned as an accessible alternative within Nothing’s product ecosystem, differentiating itself from its main line focused on the mid-premium range. This positioning division has been key to preventing the perception of “cheap brand” from being transferred to Nothing as a company.
8GB RAM, 128GB ROM (expandable up to 2TB), 6.77″ display, 50MP + 50MP + 8MP rear & 16MP front cameras, 5000mAh battery, Dimensity 7300 Pro 5G processor.
India as a strategic hub for CMF
The decision to establish CMF’s R&D and manufacturing headquarters in India is no coincidence. With more than 42% of smartphones sold in the second quarter of 2025 in the $100 to $200 range, according to IDC data, India represents an ideal playground for a brand like CMF.
India has also proven to be the strongest market for Nothing, where the company already has a 2% share and has been recognized as the fastest growing brand in the country, with an 85% increase in shipments year-on-year. These numbers have been decisive in making the determination to expand operations in this territory.
Partnership with Optiemus and job creation
To make this new stage a reality, Nothing has joined forces with Optiemus, an original design manufacturer (ODM) based in India. Together they will form a joint venture focused on the local production of CMF devices. Although the shareholding of this alliance has not been detailed, it has been confirmed that more than 100 million dollars will be invested over the next three years, with the goal of generating more than 1,800 jobs.
This step seeks to strengthen a more agile and local supply chain, reducing times and costs, while strengthening the commitment to the Indian economy. Domestic manufacturing not only improves logistics but also reinforces brand acceptance among the country’s consumers.
A model that has already borne fruit in other brands
Brand separation is a well-known strategy in the world of mobile technology. Xiaomi created POCO, Huawei sold Honor, and Oppo gave independence to Realme. All these decisions sought to segment the market without compromising the positioning of the main brand.
In the case of Nothing, CMF will be able to grow without dragging with it the responsibility of representing the entire identity of the parent company. This will allow more agile decisions to be made, adapted to a specific audience and with its own marketing strategies.
Leadership Change and New Strategies
As part of this reorganization, Nothing has hired Himanshu Tandon, former director of POCO, to lead the CMF business as vice president. His experience in managing derivative brands gives him valuable insight for this new stage.
Nothing’s CEO, Carl Pei, has emphasized that the goal is to make CMF the first truly global smartphone brand born in India, highlighting that the combination of design, local production, and market understanding could make the difference against global competitors.
With Mic: Yes, Bluetooth 5.4, 10m wireless range, 55hr battery life (10min charge = 7.5hr playback, 93min full charge), 11mm PMI driver with Dirac Opteo tuning, 48dB hybrid ANC with Environmental Adaptive Mode, 13.5hr playback single charge & 55hr with case (ANC off).
A promising future for CMF
CMF’s autonomy comes at a key moment. The brand has already demonstrated its ability to capture interest in the economic segment and will now be able to explore products, distribution channels, and local alliances more freely. Having its own structure will allow it to experiment without compromising Nothing’s vision as a parent company.
Nothing guarantees success, but the bet is coherent: India is a gigantic, competitive, young, and technologically active market. If CMF manages to consolidate itself there as an aspirational and accessible brand, it could replicate that model in other countries with similar profiles.
Be a part of over Success!
- Stay ahead of the curve with the latest tech trends, gadgets, and innovations! 🚀🔗Newsletter
- Follow me on Medium for more insights ⭐
- ✍️ Write for Us on Technoluting (Medium)
- 💬 Share your feedback or connect with me on LinkedIn — I’d love to hear from you!
