From OnePlus to Nothing: My Journey with a Game-Changing Brand

Okay, so let me take you back a couple of years. I was in the middle of my MBA, stressing over assignments and trying to figure out which phone to buy because, let’s be real, my old one was basically a brick. One day, I’m chilling with a friend, and he pulls out this sleek, transparent phone with these cool LED lights flashing on the back. I’m like, “Dude, what is that?” He grins and says, “It’s a Nothing Phone (1).” I was hooked.

Fast forward to my marketing classes, and I’m diving deep into the story of Nothing — a company that’s barely a toddler in the tech world but already making Apple and Samsung sweat. Buckle up, because this is the wild ride of Nothing, from its OnePlus roots to its current glow-up, and why it’s a big deal for India and beyond.

So, picture this: it’s 2020, and Carl Pei, the mastermind behind OnePlus, is at a crossroads. If you don’t know OnePlus, it’s that brand that took India by storm with its “Never Settle” vibe, snagging 40% of the premium smartphone market by 2018. Carl, a Swedish-Chinese guy with a knack for hype, was the face of OnePlus. He’s the one who came up with campaigns like “Smash the Past,” where people literally smashed their old phones for a shot at a $1 OnePlus One. Genius, right? But by 2020, Carl felt OnePlus was losing its edge, getting too cozy with the mainstream. He wanted to shake things up again.

That’s when he said, “Peace out, OnePlus,” and started Nothing in January 2021. Now, the question comes, "Why “Nothing”?

It’s like a blank canvas — starting from zero to build tech that’s fun, personal, and not just another spec-sheet snooze fest. Carl raised $7 million from big shots like Tony Fadell (the iPod guy) and YouTube legend Casey Neistat. He teamed up with Teenage Engineering, a Swedish design crew known for quirky, minimalist gear, to give Nothing a vibe that’s equal parts sleek and rebellious.

Their first move? The Nothing Ear (1) earbuds, launched in July 2021 for $99. These babies had premium sound, noise cancellation, and a see-through design that made you go, “Whoa.” They sold 600,000 units, and suddenly, Nothing wasn’t just a name — it was a vibe. My marketing prof was obsessed with this launch, breaking down how Nothing used exclusivity (think limited pre-orders) to create hype, just like OnePlus did back in the day.

But let’s talk about Carl’s journey, because it’s straight-up inspiring.

Born in Beijing in 1989, he bounced between the US and Sweden, growing up with a global perspective. He ditched his degree at the Stockholm School of Economics in 2011 to chase tech dreams, working at Nokia, Meizu, and Oppo before co-founding OnePlus with Pete Lau in 2013. At OnePlus, Carl was the marketing wizard, turning a no-name brand into a cult favorite, especially in India.

But leaving OnePlus? That was a bold move. As he told WIRED, big companies like Apple start catering to everyone, losing that special spark for the fans who matter. Nothing was Carl’s chance to get that spark back.

Fast forward to 2025, and Nothing is killing it. In 2024, they doubled their revenue to over $500 million and hit $1 billion in total sales. For a company that’s only been around since 2021, that’s wild! Their lineup now includes earbuds (Ear (1), Ear (2), Ear (stick)), smartphones (Phone (1), Phone (2), Phone (2a), Phone (2a) Plus, Phone (3a), Phone (3a) Pro), and a budget sub-brand called CMF by Nothing, with the CMF Phone 1. The Phone (2a) sold 100,000 units in a single day last year, and in Q1 2025, Nothing was named India’s fastest-growing smartphone brand with a 156% growth spike, according to Carl’s own X post.

India’s a huge deal for Nothing. It’s the second-largest smartphone market, full of young, tech-obsessed folks like me and my friends. The CMF Phone 1, made in India, is a budget beast with a customizable back and a MediaTek Dimensity 7300 chip. It’s like Nothing took OnePlus’s old playbook — tie up with Amazon India, go online-only, and scream “Made in India” to vibe with the government’s push. X is buzzing with Indian fans calling Nothing the next big thing, and honestly, it’s hard to argue.

Globally, Nothing’s keeping it tight with 433 employees and a cool Nothing Store Soho in London. Their revenue jumped from $25 million in 2021 to $250 million in 2022 — a 10x leap — and it’s still climbing. They’re in Europe, North America, and Asia, but they’re not rushing to flood every market. Instead, they’re building a loyal squad, kinda like OnePlus’s 5-million-strong Indian community back in the day.

Now, let’s talk marketing, because Nothing’s got game.

They’re all about hype and community. For the Phone (1) launch in 2022, they had 100,000 people on a pre-order waitlist, making you feel like you’re snagging something exclusive. Their Instagram (following in OnePlus India’s 2.2 million footsteps) is fire, with fans suggesting features and hyping up collabs like Netflix India showcasing the Phone (1)’s camera or ChatGPT integration in their earbuds. The transparent design and super-slim packaging? It’s like Apple’s elegance but with a Gen Z twist. In India, they’re all over cultural moments, dropping campaigns that hit home with cricket fans or festival vibes.

Why should you care?

Because Nothing’s proof you don’t need to be a trillion-dollar giant to make waves. In India, where phones are basically your personality, Nothing’s premium mid-range gear (Phone (2a) starts at ~₹23,999) is perfect for folks who want to flex without breaking the bank. Globally, it’s a reminder that tech can still be exciting, not just another slab of glass. Plus, Carl’s story—walking away from OnePlus to bet on himself—is a vibe for anyone chasing a dream, whether you’re in Delhi or Dubai.

But it’s not all smooth sailing.

Nothing tripped up with their Nothing Chats app in 2023, pulling it in a day over security issues. Oof. And the competition? Brutal. Xiaomi, Realme, and OnePlus are fighting for India’s mid-range crown, while Apple and Samsung own the high-end. As Nothing’s phones creep up in price, they risk losing their budget fans, a trap OnePlus fell into. Still, the future’s bright. Rumors of a Nothing Watch or TV are floating around, and their sustainability flex (Ear (1) is carbon-neutral) is a win for eco-conscious folks. Mint called them a “dark horse” in 2024, and I’m betting they’ll keep surprising us.

So, yeah, that’s Nothing — a brand that went from a random phone I saw in my friend’s hand to a case study I geeked out over in class. It’s more than just tech; it’s about taking risks and building something that feels alive. Next time you’re phone shopping, check out Nothing. You might just find your new obsession.

What’s your take — is Nothing the real deal or just a cool fad? Hit me up in the comments, and let’s keep the banter going!

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