Nothing

The wearable market in India, especially the smartwatch category, has seen a meteoric rise in the last couple of years. Once associated with status and fashion, smartwatches are now much more than a piece of jewellery that just sits on your wrist all day. We now take calls, check our messages, and, most importantly, track our workouts and fitness goals to see whether we have hit our 10,000 steps target. With the increased sales, the category is naturally witnessing fierce competition, especially in the Rs. 5,000 to Rs. 10,000 price segment, with OEMs like Boat, Noise, and Fire-Boltt dominating the market.

The wearable market in India, especially the smartwatch category, has seen a meteoric rise in the last couple of years. Once associated with status and fashion, smartwatches are now much more than a piece of jewellery that just sits on your wrist all day. We now take calls, check our messages, and, most importantly, track our workouts and fitness goals to see whether we have hit our 10,000 steps target. With the increased sales, the category is naturally witnessing fierce competition, especially in the Rs. 5,000 to Rs. 10,000 price segment, with OEMs like Boat, Noise, and Fire-Boltt dominating the market.

In this hyper-competitive year of memory shortages and rising price tags, Nothing decided to skip the launch of its flagship device. Indeed, such crises affect smaller players more than larger ones. Rising price tags among Chinese smartphone brands have forcefully pushed devices launched in 2025 into higher segments, which automatically brings down their overall value. The typical buyer, unaware of the above situation, needs only to know two things: what he/she can afford to spend on a smartphone and the value that smartphones offer at that price point.