Nothing Expands Offline Retail in India, Plans AI Hardware Launch

By: Harsh Vardhan

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Updated on: 15-Jul-2026 03:00 PM

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​Nothing, a London-based smartphone startup, entered the Indian market in July 2022. India has since become one of its largest growth drivers, mainly through online sales. Now, the company is focusing on offline retail, following the strong performance of its Bengaluru store.

Key Highlights

• Nothing's Bengaluru store generated nearly Rs 20 crore revenue in four months.
• Company plans to expand offline retail to cities like Delhi, Mumbai, and Hyderabad.
• Nothing expects to reach 15,000 retail stores across India by year-end.
• Memory supply crisis impacts affordable smartphones and influences product strategy.
• Nothing will launch its first AI hardware product by the end of the year.

Strong Performance of Bengaluru Store

The Bengaluru store is Nothing's second exclusive retail outlet globally, after London. In just four months, the store generated nearly Rs 20 crore in revenue and attracted around 100,000 visitors. This response has exceeded the company's expectations, according to co-founder and president Akis Evangelidis.

The success of the Bengaluru store has encouraged Nothing to expand its offline presence in other Indian cities. Evangelidis states that the company is actively scouting locations in Delhi, Mumbai, and Hyderabad. He emphasizes the importance of finding the right locations, especially in cities where the brand already has a significant user base.

Expansion Plans and Retail Strategy

Nothing is accelerating its offline retail expansion across India. The company has grown from about 2,000 retail stores two years ago and expects to reach 15,000 stores by the end of this year. Evangelidis notes that doubling this number quickly is part of the company's plan, as flagship stores remain a priority.

As Nothing prepares for further growth, it faces challenges from a global memory supply crisis. Evangelidis acknowledges that this crisis has already influenced the company's product strategy. He expects the situation to persist until at least the second half of next year, calling it a "new normal." The crisis is affecting affordable smartphones more than premium devices. By the end of this year, the cost of memory for a 24GB RAM and 1TB storage configuration could reach nearly USD 200. This amount is higher than the bill of materials cost for the entire Phone 3a, impacting the sub-Rs 30,000 segment significantly.

Product Roadmap Adjustments

The ongoing shortage has forced Nothing to reconsider its product launches. Evangelidis confirms that the company decided not to launch a new CMF smartphone this year, as it did not meet the company's standards. He explains that Nothing prefers to delay the launch rather than compromise on quality, as customers expect a complete user experience.

Although there will be no new CMF smartphone this year, Nothing insists that the recently launched Phone 4b is not a replacement for the CMF lineup. Instead, the Phone 4b offers another entry point into the Nothing ecosystem for buyers unfamiliar with the CMF brand. Evangelidis clarifies that the company will continue to expand its IoT portfolio and has started manufacturing the CMF Watch Pro in India through a joint venture with Optiemus.

Upcoming AI Hardware Launch

Nothing is also preparing to enter a new product category. Evangelidis reveals that the company will launch its first AI hardware product by the end of the year. He suggests this launch is part of a broader shift in smartphone technology, with future operating systems becoming more personalized and AI-driven. These systems will understand user habits and automate daily tasks across connected devices. Evangelidis believes this will lead to an AI hardware product ecosystem centered around smartphones.