Nothing Is Struggling Globally — Even as It Booms in India

105% growth in India tells one story for Nothing. A dozen market exits and mass layoffs tell a very different one.

Nothing has looked unstoppable in India lately, but according to an exclusive Digit report, the company is quietly in serious trouble everywhere else. Digit says it has independently confirmed that Nothing is shutting down operations in 12 or more global markets, including Japan, the Middle East, and parts of Europe, while simultaneously cutting its global workforce by 30-40%.

This kind of split — booming locally while contracting globally — fits a pattern TechnoSports has been watching across the Indian smartphone market this year, where rising costs are reshaping which brands can actually sustain global ambitions.

The Numbers Behind the Trouble

India’s Growth Story Is Real, But Incomplete

Counterpoint Research data shows Nothing was India’s fastest-growing smartphone brand in Q2 2026, posting 105% year-on-year growth, powered largely by the Phone (4a) series and its title sponsorship of Royal Challengers Bengaluru during IPL 2026. But that figure excludes CMF, Nothing’s sub-brand that spun off separately in 2025, and represents a relatively small absolute volume in India’s competitive mid-range segment. Meanwhile, globally, Nothing’s shipment totals are reportedly declining alongside a broader industry slowdown.

Why the Global Business Is Struggling

Digit reports the Phone (4b), Nothing’s latest release, has shipped just around 20,000 units globally since launch — a strikingly low number for a flagship-level release. Compounding the pressure, Himanshu Tandon, the executive credited with building CMF into a notable challenger brand, has reportedly stepped down, leaving CMF’s momentum uncertain heading into the rest of 2026. With no new smartphone planned for 2026 and R&D layoffs reportedly hitting both China and London teams, Nothing appears to be consolidating hard around its strongest markets rather than continuing to expand everywhere at once.

What This Means Going Forward

Nothing hasn’t officially confirmed these reports, but if accurate, they suggest a company making a deliberate strategic retreat — pulling back from underperforming markets to protect cash and double down where it’s actually winning, like India’s premium-perception mid-range segment. Whether that’s a sign of discipline or distress will likely become clearer over the coming weeks as the market exits play out.

Bottom Line

Nothing’s India numbers are genuinely impressive, but they’re increasingly the exception rather than the rule for the brand globally. A dozen market exits, a 30-40% workforce cut, and no confirmed 2026 smartphone paint a picture of a company fighting to stabilize itself rather than one riding pure momentum.

UPDATE:

The co-founder of Nothing, Akkis, have told the report to be wrong and these are all rumors. We have attached the tweet for better understanding on what he has to say.

Based on Digit’s exclusive reporting, citing multiple independently confirmed sources. Nothing has not officially commented on these reports.