The hum of the server racks was a low thrum, barely audible over the clatter of keyboards. Inside Nothing’s London headquarters, engineers were huddled around thermal test reports, scrutinizing the latest prototype. It was mid-2024, and the pressure was on. The company, like many others, was betting big on India.
At the ET GMC 2025 conference, Akis Evangelidis, the co-founder of Nothing, articulated the shift: India isn’t just a market; it’s a shaper. He emphasized that the nation’s manufacturing prowess, coupled with its discerning consumers, is fundamentally changing how next-generation devices and their accompanying ecosystems are built. This wasn’t merely about sales figures; it was about the very architecture of innovation.
The numbers tell the story. India’s smartphone market, for example, is projected to reach $83 billion by 2027, according to a recent report by Counterpoint Research. That’s a lot of devices. But it’s not just volume; it’s the specific demands of Indian consumers that are proving decisive. They want cutting-edge features, yes, but they also demand durability, value, and increasingly, seamless integration across devices. That’s a tough ask.
“India is a very demanding and decisive consumer market,” Evangelidis stated at the conference. He highlighted the importance of manufacturing depth, a point echoed by analysts like Neil Shah of Counterpoint, who notes the rise of domestic manufacturing capabilities, particularly in states like Tamil Nadu and Karnataka. The shift isn’t just about assembling components; it’s about building entire ecosystems.
The implications are far-reaching. For tech companies, this means rethinking supply chains, design, and marketing. It means a deeper dive into the Indian market’s specific needs, from language support to battery life optimized for local conditions. It also means navigating a complex landscape of regulations and policies. Export controls, for example, are a constant consideration. Or maybe that’s how the supply shock reads from here.
Take the chip shortage of 2023-2024. The global squeeze on semiconductors, exacerbated by geopolitical tensions and manufacturing constraints at foundries like TSMC, hit everyone. Companies that were able to secure reliable supply chains, often through domestic partnerships, fared better. The Indian government’s push for domestic procurement and its “Make in India” initiative further amplified this trend. It’s no coincidence that Nothing has been increasing its manufacturing footprint in the country.
The focus on quality is not just a consumer preference; it’s a necessity. The Indian market is fiercely competitive, and consumers have many choices. This is pushing companies to innovate faster and to deliver products that are not just technically advanced but also robust and reliable. Evangelidis’s insights underscore a pivotal moment: India isn’t just adopting technology; it’s shaping its future.
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