Established in 2023, CMF acted as Nothing’s budget-focused sub-brand. Among its first products were wearables including earbuds and a smartwatch, but it later expanded its repertoire with the addition of smartphones. Now, Nothing has announced that CMF will operate as an independent subsidiary, with India serving as the new headquarters.
With this move, CMF is set to emerge as India’s “first truly global consumer tech brand”, as Nothing CEO Carl Pei puts it. In an X post announcing the change, Pei went on to disclose a new joint venture with Optiemus, a local manufacturer. The CEO highlighted the importance of this partnership in setting up the subsidiary. As part of the venture, the company plans to invest more than US$100 million (~RM420 million) and create “more than 1,800 jobs” over the following three years.
As for why Nothing chose India for CMF’s new manufacturing and R&D base of operations, it’s likely because the location makes the most sense. The country is Nothing’s strongest market, with a 2% market share in smartphones. Moreover, CMF’s focus on affordable tech makes it a popular choice among the locals. The brand’s products are largely priced under US$200 (~RM480), and this is reportedly the dominant category in India.
For now, it is uncertain how these changes will shape the future of Nothing and CMF. In the meantime, the latter is working to launch its first set of wireless headphones. These headphones will still carry the “CMF by Nothing” branding, as evidenced by the teaser.
