Carl Pei Reveals Plans To Offset Tariff Impact With India-Led Export Strategy

Nothing’s founder and CEO, Carl Pei, revealed that the company is exploring plans to increase exports from India as a proactive measure against potential trade turbulence, particularly amid rising concerns around the so-called ‘Trump tariffs’.

Pei made the statement during an Ask Me Anything (AMA) session on X (formerly Twitter), addressing how shifting global trade dynamics might impact the technology sector.

When asked if tariffs could significantly affect tech companies’ pricing and consumption, Pei responded, “Who knows? Things are changing every day.”

However, he was more direct when discussing Nothing’s plan to mitigate such risks, “We’re looking into increasing exports from India.”

India: A Crucial Growth Engine For Nothing

India has played a central role in Nothing’s rapid growth story. Counterpoint Research recently reported a staggering 577% year-over-year growth for the company in India in 2024.

This surge was largely driven by strong demand for the Phone 2a series and products from its sub-brand, CMF by Nothing.

The brand also crossed $1 billion in lifetime revenue, further solidifying India as a key market.

Nothing has consistently prioritized local manufacturing and now assembles its latest devices, including the Phone 3a and Phone 3a Pro, in India.

Leadership Focuses On Strengthening Indian Operations

In a move that underscores the company’s focus on the Indian market, Nothing appointed co-founder Akis Evangelidis as its India President.

Speaking after his appointment, Evangelidis emphasized the country’s significance to the brand’s global strategy.

“India is one of the most important markets for Nothing, and we believe there is a tremendous opportunity to become a leading consumer tech brand here,” Evangelidis said.

“In 2025, we’re doubling down by ramping up our investments in India and expanding our offline presence to 12,000+ stores.”

He also reiterated the brand’s commitment to the ‘Make in India’ initiative and to accelerating domestic production.

New Launches Ahead Of Major Release

Nothing is gearing up for the launch of its next round of devices, led by the CMF Phone 2 Pro, set to debut on April 28.

The company is expected to push aggressively on sales in the coming months as it builds momentum ahead of the highly anticipated launch of the Nothing Phone 3, slated for Q3 2025.

With India set to play a pivotal role in global smartphone manufacturing, Nothing appears well-positioned to navigate upcoming global trade challenges while continuing its upward trajectory.

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