Nowadays, many smartphone brands are making their equipment in India. But for the local market. Nothing, as it is with the company with its unique bets and different dreams, there is also a different game here. The company is not only creating its phone, which includes any of its major phones 3 in India, but it is also exporting them to the global markets.

Anything new flagship, phone 3, has not been sold only in India, it is being built in India for the whole world, just from the first day. India Today Tech Akis Evezelidis sat down to discuss this new manufacturing drama with nothing with the co-founder of anything and the chief architect of its journey. After recently taking the company’s operation of India’s operation, their presence here is no coincidence. He is not just visiting. He is constructing including CMF sub-brand, for which the company has decided to make India its global headquarters.

“We do not see India as just a strategic market from a sales point of view,” calls evengelidis. “We are looking at the pace that is on the global scenario of India. We want to build the world from here. We believe that India will lead the world when it comes to technical creation, and we really want to help build that future.”

Number supports the confidence of the brand. “Last week, Counterpoint Research announced that nothing was the fastest growing brand, now for six consecutive quarters,” Evengelidis note. “We are the first brand to receive it. It is great to see that our strategy is working well.”

That strategy is now developing. For nothing, the journey of being a top seller for a global exporter in India is a calculation, deliberate process. The phone 3 is the culmination of that effort, a milestone can say something.

There is no major condition on the construction of phone 3 in India

“Why the phone 3? This is the result of all investments and progress made in the last four years,” explains the evengelidis. While the company launched some test exports of old products earlier this year, the phone marks 3 actual start. “This is the first one that is ready at the time of launch, and we have started exporting from gate-go. It shows how far the manufacturing ecosystem in India is.”

Nothing The construction of the phone is notorious. It has a design that is unique in the entire industry, which means that its manufacturing process also needs to be unique. The signature is not just for the transparent back for the show. It demands a passionate level of quality control.

“Our quality controls are much more than other brands because transparency brings much more complexity,” he believes. Reaching a point where its Chennai-based manufacturing partner can meet these accurate standards for a global flagship launch, a milestone is clearly proud of evengelidis. “We are very proud to be able to reach that level and prove that we may have high quality standards and construction in India.”

This All-in on India strategy is beyond their hero product. Nothing, sub-brand, CMF, recently shifted its global marketing headquarters to India. According to evezelidis, this is just the beginning of a large expansion. “This change reflects the transition that we are also taking with CMF, transferring global operations to India. All the moving pieces are coming together, moving towards the same direction.”

He draws a parallel, one whatever is nothing holds the sheer scale of ambition. “We see a big opportunity here: What was China was ahead 10 years ago in the context of the hub created around the smartphone ecosystem, India is ahead. We see that this is already happening. This is already happening and again, we want to be a part of that journey and help to intensify it.”

New objectives, new goals

But how does a relatively young company enhance such ambitious global manufacturing axis? For evangelidis, the answer he lies in receiving what he calls “chapter one”.

“Without volume, you cannot change,” they say. “Chapter one was one, can we manufacture an operation to do a business on a scale within the consumer technology place? This is where everyone has failed in the last 10 years.”

After successfully navigating this chapter, nothing has earned itself a new level of freedom and confidence. On the back of markets like India, the scale made on the back, now provides financial and operating muscles to boulder bets.

“We have done successfully, and what it does, it opens an infinite level opportunities,” they say. “Earlier, we had brought a lot of cool items, but at the same time, we played within a specific type of blueprint, more on the safe side because we had to focus a lot. We never plan to slow down it anytime, but now we can take a little more risk while talking about products.”

This new-found capacity to take risk will not be just in more complex hardware. The company that showed a phone can be defined again, now we are setting their places when we use them again.

“People are always excited about what does not happen next,” says Evengelidis. The brand was identified by questioning the status quo of hardware design. Now, the same energy is being done for the purpose of software.

“Our big focus is on software,” he reveals. “The experience of the smartphone has never changed because the iPhone was first launched, even if our dependence on the smartphone has changed considerably.”

The vision is clear. Anything is already known for its specific hardware. The next chapter is about creating an equally unique and innovative user experience. “Hopefully, when we look down a few years from the line, the conversation will be around software and overall user experience,” they say.

Nothing is not worth mentioning and a case study can be a case study for rivals. With its Make in India, for the world initiative, the company is not only expecting its future, it is betting on India. And with the launch of the phone 3, this condition is officially on the table for the world. As evezelidis says, there is only one way from here.