Nothing’s sub-brand CMF moves its global marketing division to India

CMF by Nothing

Nothing’s sub-brand CMF is shifting its global marketing operations to India, a move that signals both strategic urgency and long-term vision. Announced by Akis Evangelidis, co-founder of Nothing and President of its India operations, the transition is designed to bring CMF’s core decision-making closer to its fastest-growing and most influential market.

“With CMF, we have a real opportunity to build something truly different and significant,” Evangelidis wrote. “This transition will help us move faster, stay closer, and build stronger foundations in CMF’s most important market.”

The shift underlines a broader trend: India’s rising stature as a global consumer tech powerhouse. Government initiatives like Make in India and the Production Linked Incentive (PLI) scheme have spurred local manufacturing, innovation, and exports — prompting brands to view India not just as a consumer market, but a production and design hub.

For CMF, which targets the affordable yet design-conscious segment with earbuds, accessories, and smartphones, the move offers several advantages: real-time market insight, faster campaign execution, and deeper alignment with India-first product development. It also reflects Nothing’s broader India strategy — the company already designs and manufactures a significant portion of its products in the country.