In a bold strategic pivot, consumer tech company Nothing has announced that it will relocate the global marketing operations of its sub-brand CMF to India, reinforcing India’s emergence as a hub for brand leadership and innovation. This move, unveiled by Nothing co-founder and India President Akis Evangelidis, signifies a clear intention to build CMF as a globally recognised brand rooted in India, marking a significant chapter in the company’s global expansion strategy.
India as the Centre of CMF’s Global Growth
The Gurgaon office will now serve as the nerve centre for CMF’s global operations, with key roles in global product marketing, social media, public relations, and content creation already opening for recruitment in India. Evangelidis emphasised that this decision aligns with the company’s vision to move faster while staying close to the market that holds the highest importance for CMF’s growth trajectory.
“With CMF, we have a real opportunity to build something truly different and significant. This transition will help us move faster, stay closer, and build stronger foundations in CMF’s most important market — the one that will define its next phase of growth,” Evangelidis stated, underscoring the intent to leverage India’s market insights for product and campaign agility.
Building in India for the World
Nothing’s founder, Carl Pei, further highlighted the strategic significance of India in the global consumer tech landscape, noting that India is CMF’s fastest-growing and most crucial market. Pei remarked, “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.”
CMF, known for its value-focused products with a design-first approach, currently offers a diverse range from earbuds to smartphones and smart accessories. By shifting the marketing headquarters to India, CMF aims to respond swiftly to local consumer insights, accelerate campaign execution, and align its product development closely with Indian consumer preferences.
This development continues Nothing’s consistent commitment to India, where the company already manufactures a significant portion of its hardware. The latest move positions India not only as a manufacturing base but also as a critical hub for driving innovation and brand leadership within the company.
The shift aligns with broader industry trends as global tech companies increasingly view India as a base for operations, not just consumption. With government-backed initiatives like Make in India and the Production Linked Incentive (PLI) scheme drawing foreign investments, India’s role in the global consumer technology landscape continues to expand rapidly, making it an attractive ground for companies like Nothing to anchor their growth ambitions.
