Nothing Debuts First Indian Retail Store in Bengaluru, Boosting Gadget Accessibility

Nothing Expands Physical Presence in India's Booming Tech Market

Is a London-based startup poised to reshape how consumers interact with innovative gadgets in one of the world’s fastest-growing smartphone markets? Nothing, the hardware company known for its distinctive transparent designs and affordable tech, has officially launched its inaugural retail store in India, marking a significant milestone in its global expansion strategy. The two-story store, situated in Bengaluru—a hub where a substantial portion of Nothing’s user base resides—serves as more than just a sales point. It offers an immersive experience, allowing customers to explore the company’s full range of products, purchase hardware items, and even customize select merchandise. This move underscores Nothing’s commitment to bridging the gap between digital sales and hands-on engagement in its largest market.

Store Design and Brand Inspiration

The store’s layout draws inspiration from Nothing’s manufacturing ethos, creating an engaging environment that reflects the brand’s innovative spirit. Co-founder and CEO Carl Pei explained the vision behind the space: “We wanted to create a fun space. It’s kind of inspired by all the parts that are related to the brand. For instance, the factory: if you buy a product, there’s like a production line where the product comes out. We also show machines where phones go through testing, like USB port testing or water resistance testing. So we just wanted to bring that world together.” Key features include:

• Interactive displays simulating production lines and testing processes.
• Showcasing of products from Nothing’s main lineup, which targets niche audiences with premium pricing.
• Integration of items from CMF, Nothing’s budget-oriented sub-brand spun off in 2025 and headquartered in India.

CMF maintains a joint venture with local original design manufacturer Optiemus, emphasizing tailored offerings for the mass market. Pei highlighted the distinction: “Nothing is more niche with a higher price. CMF is more [targeted toward] mass [market]. You know it’s mass, but it’s not just off-the-shelf rebrand products that usually [appear] in this price point. They are also products that we put a lot of care into.” This setup not only educates visitors on product quality but also fosters brand loyalty through experiential retail, a trend gaining traction among tech firms in emerging economies.

Market Growth and Competitive Landscape

India represents Nothing’s strongest market to date, driven by robust demand for mid-range smartphones. According to research from IDC, Nothing holds over 2% of the country’s smartphone market share as of last year. The brand achieved the title of fastest-growing in India during Q2 2025, with an impressive 85% year-over-year increase in shipments. This expansion aligns with broader industry shifts, as other major players invest in physical retail to capture aspirational consumers. For instance, Apple is preparing to open its sixth store in Borivali, a Mumbai suburb, later this month. Nothing’s Bengaluru outlet is its first venture outside its London headquarters, with plans announced for additional stores in Tokyo and New York—though specific timelines remain undisclosed. Backed by substantial funding, Nothing secured $200 million in a Series C round last year at a $1.3 billion valuation, led by Tiger Global and including investors such as GV, Highland Europe, EQT, Latitude, I2BF, and Tapestry. To date, the company has raised a total of $450 million, fueling its aggressive push into key regions. The implications of this store extend beyond sales: it could enhance local manufacturing ties through CMF’s operations and contribute to India’s evolving gadget ecosystem by promoting accessible, high-quality tech. As Nothing scales its retail footprint, it may influence how global brands approach consumer engagement in diverse markets. What could this mean for the future of gadget retail and innovation in emerging economies?

Fact Check

• Nothing’s Bengaluru store is its first in India and outside London, featuring two stories with product customization options.
• The company differentiates Nothing (niche, higher-priced) from CMF (mass-market focus with quality emphasis), the latter headquartered in India with an Optiemus joint venture.
• IDC data indicates Nothing commands over 2% of India’s smartphone market and saw 85% year-over-year shipment growth in Q2 2025.
• Nothing raised $200 million in Series C funding at a $1.3 billion valuation, totaling $450 million raised overall.
• Plans exist for new stores in Tokyo and New York, but opening timelines are not specified.