Emerging technology brand Nothing is outperforming its own growth predictions, due to India’s tech-savvy consumers, Co-founder, Akis Evangelidis said at the conference on Saturday.
He noted that the country’s strong digital infrastructure aided the brand’s success despite introducing its first product during the pandemic.
“India is a big part of our focus. Its real savviness about technology is incredible. The Indian consumers definitely know their technology, and that is why it is so easy for a brand launching in the consumer tech space, and getting the necessary traction,” Evangelidis said.
The firm has a collaboration with Walmart-owned online platform Flipkart to sell its items in the Indian market, which Evangelidis claims has given the brand a significant foothold in this expanding region.
Nothing Phone (1), the company’s first smartphone, sold more than 100,000 units in India within its first two months of release in 2022.
Nothing’s phones are also manufactured in India at a plant designed expressly to generate the company’s distinctive designs with a transparent back. Co-founder Pei previously stated that the facility has made considerable changes in terms of cleanliness, security, and procedures.
Nothing promotes itself as a rival to Apple and Samsung, offering a new perspective on smartphones, wearable designs and software.
Nothing’s path in India is linked to the continuous premiumisation trend in the smartphone industry, with a mature set of consumers increasingly wanting a more refined experience.
The firm began in 2021 with a wireless earphone with a stunning semi-transparent design before producing its first smartphone, which had a similar design but had programmable LED lights on the rear.
According to Evangelidis, the business originally planned to launch with a smartphone but chose the earphones to test the waters.
“Hardware is hard, by definition. We could not go straight into a smartphone. We had to get the right supply chain and components for the complicated design,” he said.
