By Titik Puspa 
In a significant move solidifying its strategic focus on India, hardware innovator Nothing has officially opened its inaugural retail store in Bengaluru, the nation’s technology hub and a region where a substantial portion of its Indian user base is concentrated. This ambitious expansion into physical retail marks a pivotal moment for the Tiger Global-backed company, underscoring India’s paramount importance as its largest and most rapidly growing market. The newly established, two-story establishment is not merely a point of sale but a meticulously crafted immersive experience designed to showcase Nothing’s distinct product philosophy, cutting-edge technology, and burgeoning ecosystem.
The Bengaluru store is a testament to Nothing’s commitment to providing a tangible and engaging platform for consumers to interact with its products. Beyond the standard retail offering, the space has been envisioned as a dynamic environment where customers can not only purchase Nothing’s array of hardware products and exclusive merchandise but also witness firsthand the intricate processes that define the brand’s manufacturing and quality assurance. This includes interactive displays simulating production lines, akin to a product emerging from a factory, and detailed expositions of the rigorous testing procedures that devices undergo, such as USB port functionality checks and water resistance evaluations.
Carl Pei, co-founder and CEO of Nothing, articulated the vision behind the store’s design, stating, "We wanted to create a fun space. It is 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." This sentiment highlights Nothing’s ambition to transcend the conventional retail model and offer a deeper connection with its brand identity and manufacturing ethos.
The store’s inventory will prominently feature products from both the core Nothing brand and its recently established budget-friendly sibling, CMF. CMF, which was officially spun off as a distinct entity last year, represents Nothing’s strategic expansion into a more accessible market segment. Significantly, CMF’s operational heart beats in India, with the brand boasting a robust joint venture with Optiemus, a leading Indian Original Design Manufacturer (ODM). This local integration is crucial, allowing for greater agility, cost-effectiveness, and a deeper understanding of the Indian consumer landscape.
Pei further elaborated on the strategic differentiation between Nothing and CMF, emphasizing their distinct product portfolios, price points, and target demographics. "Nothing is more niche with a higher price. CMF is more [targeted towards] mass," he explained. "You know it’s mass, but it’s not like just off-the-shelf rebrand products that usually what occurs in this price point. They are also products that we put a lot of care into." This dual-brand strategy allows Nothing to cater to a wider spectrum of consumers, from the discerning tech enthusiast seeking premium innovation to the value-conscious buyer looking for well-designed, reliable products. CMF, in particular, aims to disrupt the budget segment by offering products that, while affordable, do not compromise on quality or thoughtful design, a common pitfall for many competitors in this price bracket.
India’s ascent as Nothing’s most crucial market is no mere coincidence. Analyst firm IDC reported last year that Nothing commanded over 2% of the smartphone market share in India, a remarkable achievement for a relatively young brand. More impressively, Nothing was recognized as the fastest-growing brand in the country during the second quarter of 2025, experiencing an astounding 85% year-over-year growth in shipments. This robust performance trajectory underscores the immense potential and receptiveness of the Indian market to Nothing’s unique value proposition.
The opening of Nothing’s flagship store in Bengaluru also arrives amidst a broader trend of global hardware manufacturers investing in aspirational retail experiences within India. Apple, for instance, is set to inaugurate its sixth store in the country this month, located in Borivali, Mumbai. This expansion by a tech behemoth like Apple further validates India’s growing importance as a key retail destination for high-end consumer electronics and signals a competitive landscape where physical presence and brand experience are becoming increasingly critical differentiators.
This Bengaluru store represents a significant milestone as it is the first Nothing retail outlet to open outside of London, where the company’s global headquarters are situated. While the immediate focus is on establishing a strong foothold in India, Nothing has publicly stated its aspirations to expand its physical retail presence further. Plans are already in motion to open additional stores in Tokyo and New York, although specific timelines for these international launches have yet to be disclosed. This global retail strategy signals Nothing’s ambition to cultivate a consistent brand experience across key international markets, leveraging the lessons learned from its Indian expansion.
The company’s rapid growth and ambitious expansion are underpinned by substantial financial backing. Last year, Nothing successfully closed a $200 million Series C funding round, achieving a valuation of $1.3 billion. This significant investment was led by Tiger Global, a prominent venture capital firm with a strong track record in backing high-growth technology companies. The funding round also saw participation from a distinguished list of investors, including GV (Google Ventures), Highland Europe, EQT, Latitude, I2BF, and Tapestry. To date, Nothing has collectively raised an impressive $450 million, providing the capital necessary to fuel its product development, market expansion, and ambitious retail initiatives.
The establishment of the Bengaluru store is more than just a retail outlet; it’s a strategic declaration of intent. It signifies Nothing’s deep understanding of the Indian market’s nuances, its appreciation for local partnerships, and its commitment to building a brand that resonates with consumers on both a functional and emotional level. By creating an immersive space that educates, engages, and inspires, Nothing aims to forge a stronger connection with its growing legion of fans in India, setting a new benchmark for how hardware companies can engage with their customer base in one of the world’s most dynamic consumer markets. The success of this flagship store is likely to pave the way for further retail innovations and expansions, both within India and on the global stage, as Nothing continues its trajectory to become a significant player in the consumer electronics landscape. The carefully curated in-store experience, combined with the strategic positioning of both Nothing and CMF brands, aims to cultivate brand loyalty and attract a diverse customer base, further cementing Nothing’s presence and influence in the Indian market.