When established electronics brands were battling chip shortages and reconfiguring their supply chains to fight the pandemic, nothing joined the highly competitive industry last October. Led by Internet entrepreneur Carl Pei, who co-founded OnePlus, it had nothing but several big names as investors and the brand managed to capture the minds of tech enthusiasts globally in a short amount of time.
For a tech brand that started during a pandemic and all key employees were hired remotely, it seems like nothing works well when it comes to creating a different product story. Nothing has entered the arena of consumer tech with the TWS earbuds—the ear (1) that promises big on design, audio performance while keeping the cost-for-money in mind.
Manu Sharma, Vice President and General Manager, Nothing India In a conversation with News18’s Debashish Sarkar shared how the brand plans to play big next year.
“Imagine starting a company in the midst of a pandemic and collaborating with people from different time zones. It has been quite an amazing journey for us and we have come a long way,” said Sharma.
After working with Samsung for nearly a decade, he joined Nothing India in February this year as the company’s Vice President and General Manager. Sharma was instrumental in launching several flagship Samsung Galaxy phones along with wearables in India.
“In personal technology, the passion is completely lost. One brand launched a white TWS earbud and literally everyone copied it. All the products looked exactly the same,” said about his decision to join the startup. When asked in, he said. He also mentioned that at Nothing, the brand aims to focus on unique design while delivering great performance and value to the consumers.
Talking about why launching the first TWS earbuds started with nothing, Sharma said, “We have plans to launch the device to create an ecosystem. Ear (1) is just a starting point for us. This is a very fast growing market and it is a product category that we can easily enter. Honestly, when we launched this product we were fueling the engine to launch bigger products in the future.”
“We felt that with Cannes (1), we were able to set up our operations and we are delighted with the success of Cannes (1). Think of a brand that comes from anywhere and delivers products in minutes The stock is able to sell.Within 45 days we are ranked 3rd in the premium segment market of TWS as per Counterpoint Research.
Big 2022 plans: Faster recruiting, new partnerships and 5 new products
Commenting on the plans for 2022, Sharma said that the company is working in full swing to strengthen its position in the consumer tech industry. “Next year, 2022, nothing will shake our heads in an industry where people will start to recognize us as a brand.”
As far as the new product launch is concerned, nothing has been revealed about its plans at the moment. However, Sharma confirmed that nothing will venture into five new product categories. There have been a lot of rumors about the launch of the Nothing Buy smartphone and while there is no official information about it, it is highly unlikely that the brand will quit launching smartphones in 2022, especially as it focuses on building a connected ecosystem of products. Are you doing from five different categories.
Rumors suggest that nothing in the wearables category can come with accessories like power banks. Recently, the brand launched another variant of the Ear (1) TWS earbuds in Black colour.
Sharma also reiterates that these products will primarily be placed in the premium category, while ensuring that consumers get adequate value in buying them.
To increase its presence in India, Sharma said no one will be increasingly hired across the country, while the other main focus will be building new partnerships.
“India is a very important market for us and our market plan is such that new products come to India soon after launch,” he added.
Nothing has already partnered with Flipkart to sell its products in the country. Next year, nothing will continue with online sales as there are no immediate plans for the company to move to offline mode.
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