India one of the key markets, says Nothing’s Carl Pei

London-based startup Nothing’s CEO Carl Pei, formerly the founder of OnePlus, has said that India will be one of the most important markets for its smartphones, given the country’s sheer size.

Speaking to ET, Pei said that being a small player offers Nothing an opportunity in the smartphone market. He added that his biggest learning from his past stint with OnePlus was product differentiation.

“India is really important to us…we have a very good relationship with Flipkart. So, India will be in the first wave of launch countries. It is definitely one of the key markets,” Pei said.

The company officially forayed into the smartphone market with the launch of Nothing 1 Android-based mid-premium device. Nothing is manufacturing its smartphone locally and will sell in India through e-commerce major Flipkart.

The UK-based company’s backers include Google parent Alphabet’s venture capital arm, EQT Ventures, and former Apple designer Tony Fadell.

On the company’s product roadmap, Pei said that in the longer term, there’s an opportunity to create an alternative to Apple, which he believes has become more mainstream. “It opens up the opportunity for somebody else to come in and target some of the more interesting and more niche consumers.”

Pei said the smartphone market was contracting  ..

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