Hardware startup Nothing announced plans to spin off its affordable CMF brand into an independent subsidiary, with India as its headquarters for manufacturing and R&D. The brand, launched in 2023 with earbuds and a smartwatch, has since expanded to smartphones. Nothing is partnering with Indian ODM Optiemus to create a joint venture, aiming to invest over $100 million and create over 1,800 jobs. The decision to base CMF in India aligns with the brand’s focus on budget smartphones, which dominate the Indian market. This move also reflects Nothing’s strong presence in India, where it holds over 2% market share and has seen significant growth. This article is worth reading because it highlights Nothing’s strategic shift to expand its affordable brand in a key market. Readers will learn how Nothing is leveraging India’s market dynamics to build a global smartphone brand.
Key facts
- Nothing plans to make its affordable CMF brand an independent subsidiary with India as its headquarters for manufacturing and R&D.
- CMF was launched in 2023 with earbuds and a smartwatch and has since expanded to smartphones.
- Nothing is partnering with Indian ODM Optiemus to create a joint venture, aiming to invest over $100 million and create over 1,800 jobs.
- CMF’s smartphones are priced under $200, which is the dominant category in India, accounting for over 42% of phone shipments in Q2 2025.
- Nothing has a strong presence in India, holding over 2% market share and experiencing 85% growth in shipments year over year.
