London-based tech innovator Nothing has officially appointed Himanshu Tandon, former Head of Poco India, as its Vice President of Business for CMF by Nothing—a strategic move that positions India as the brand’s global expansion hub and accelerates its mission to redefine mass-market consumer tech through design-led innovation.
Behind the Move
CMF by Nothing emerged as a refreshing entrant in the ₹12,000–₹20,000 smartphone segment, blending bold aesthetics with uncompromised functionality—a response to a market often criticized for its spec-focused monotony. Under this sub-brand, Nothing has introduced stylish earbuds, phones, and accessories with global marketing operations now anchored in India.
What Himanshu Brings to the Table
Himanshu Tandon joins Nothing armed with more than eight years of leadership expertise, particularly his impactful tenure as Country Head at Poco India. There, he spearheaded the brand’s surge in popularity, capitalizing on strong community engagement and value-focused strategies to grow Poco’s market share—despite broader challenges faced by Xiaomi.
In his new role, Tandon will oversee global strategy, growth, and go-to-market execution, with a sharp focus on India as Nothing’s strategic launchpad for worldwide expansion.
Voices Behind the Move
- Carl Pei, CEO of Nothing, emphasized the intent behind CMF: “We created CMF to address a gap in the mass-market consumer tech segment, which had become predictable, uninspiring, and overly focused on specs at the expense of the user experience… Himanshu’s proven success in the industry makes him the ideal leader to drive CMF forward.”
- Himanshu Tandon expressed his enthusiasm: “Nothing has been one of the most exciting and disruptive forces in the tech industry… What excites me most about CMF is how it has evolved into a brand that genuinely speaks the language of today’s youth… my goal is to help CMF become a cultural keystone for Gen Z and young consumers worldwide.”
Strategic Implications
- For Nothing/CMF:
The appointment anchors India as a vital growth engine—for both market and strategic operations. Tandon’s proven playbook and deep understanding of the Indian consumer will be key in translating CMF’s design-first philosophy into scalable, impactful products and campaigns. - For Poco and Xiaomi:
Tandon’s departure arrives at a delicate moment for Xiaomi, whose Indian market share has declined significantly (IDC data saw a drop from 17% in 2022 to 7.8% by Q1 2025). Poco had stood out as one of the few growing segments, making his exit a notable blow.
What Lies Ahead
Himanshu’s new role marks a turning point for both his career and CMF’s trajectory. With youth-focused branding and India-centric operations setting the tone, the tech world will be watching closely:
- Will CMF’s bold aesthetic and India-based agility challenge incumbent players in the value segment?
- Can Tandon replicate his Poco-era success—this time with greater global reach?
In sum, this is more than an executive appointment; it’s a strategic declaration that India will be at the heart of Nothing’s design-forward global ambitions.
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