Smartphone maker looks nothing for India's Gen Z for Growth

Copyright © HT Digital Streams Limit all rights reserved. Kimberley Kao, The Wall Street Journal 4 min Read 25 Sept 2025, 03:28 pm ist Carl Pei is the CEO and co-founder of the London consumer electronics business. (Illustration by Priya Kuriyan) Summary in London-based smartphone manufacturer Notens increases investments in India and targets Gen Zers in the world’s most popular nation. London-based smartphone maker Nothing Nothing, known for its transparent designs of the cellphone, increases investments in India and targets Gen Zers in the world’s most popular nation as it wants to build the country’s first global telephone brand. The Unicorn uptart set out its strategy on Thursday, saying it will form a joint venture with the Indian manufacturing company OptiME Infracom, which will invest more than $ 100 million in the country over the next three years. The British company also moves CMF, formerly a sub -fire, to India, and plans to make the South Asian country its global production and export at all for its products. CEO Carl Pei said the government has really promoted this’ makeup in India ‘program over the past ten years,’ he said when he explained why he was seeing a major growth opportunity in the market. Pei also pointed to the rising maturity and talent of the Indian market. “We are seeing a great opportunity to establish India’s first smartphone business or a smart-hard business that can go worldwide,” he told the Wall Street Journal. “It’s never been done here before.” Few players outside China have been able to challenge the past few years like Apple and Samsung in the competitive global smartphone market. Although nothing this year expects to achieve a 2% market share in India, the country is the largest market, followed by Europe, according to Pei. Nothing bets that the Gen Z consumer base will help to reach new heights. “We have the latest user base from everyone in our industry. The average age of our users is 26,” Pei said. “They still get their first phone or second phone. Sometimes they are a little rebellious, they do not want the same product as their uncle and parents, so it was a deliberate strategy and it works well so far. ” Pei itself is not strange to the industry. He founded OnePlus, a producer of Shenzhen, in China, in 2013. He worked for the Chinese electronic manufacturing companies Meizu and Oppo in 2013 before starting unplug with former Vice President Pete Lau. Nothing, its latest business, has been growing rapidly since the founding in 2020 and was last valued at $ 1.3 billion. The consumer-Tech business is on track to achieve $ 1 billion in sales this year, and doubles from 2024. All exports to markets outside India were made from China, but the company is starting to export products from both countries, Pei said. In the second quarter, nothing was the fastest growing brand in India for a sixth consecutive term, according to Counterpoint Research. ‘There’s really a turnout of middle class right now [in India] And this is perhaps similar to what we saw in China 15 to 20 years ago, “Pei said.” I believe that many consumer habits and … need will change, and this is the opportunity we use. “Nothing is a long game,” says Sheng Win Chow, analyst at Canalys, part of Omdia. The company is trying to make a loyal customer bosses for the long term. “The short -term challenge is scope.” To help this to be profitable. Over the past few years, Pei has said the biggest concern. Updates and Live Business News.