Himanshu Tandon, former Country Head of Poco India, has officially joined CMF by Nothing as the Vice President of Business. The announcement was made on Thursday, marking a significant addition to the leadership team of the UK-based startup’s sub-brand, which is backed by tech entrepreneur Carl Pei. Tandon’s new role will focus on driving global strategy, growth, and go-to-market execution for CMF, particularly with India as a key growth engine.
Appointment
After parting ways with Poco in July, Tandon’s next move had been the subject of industry speculation. Now, it’s confirmed — he will be leading CMF’s business operations as the brand continues to ramp up its presence in India and expand globally. His appointment comes at a time when CMF has shifted its global marketing base to India, signalling the country’s growing importance in the company’s long-term plans.
According to Tandon, his focus will be on turning CMF into a lifestyle brand that resonates strongly with Gen Z and young users around the world.
Experience
Tandon joined Poco India in 2022 and spent more than three years as its Country Head. During this time, he played a major role in expanding Poco’s retail presence and boosting brand visibility among younger consumers. According to analysts, his leadership was instrumental in making Poco one of the top-performing budget and mid-range smartphone brands in India.
| Name | Himanshu Tandon |
|---|---|
| New Role | VP of Business, CMF by Nothing |
| Previous Role | Country Head, Poco India |
| Tenure at Poco | Over 3 years |
| CMF’s Focus Area | Gen Z, youth-centric tech accessories |
| India Strategy | Launchpad for global expansion |
CMF’s Vision
CMF, a sub-brand of Nothing, aims to deliver affordable yet stylish tech products that appeal to young consumers. With Tandon now leading the business strategy, the company is expected to speed up product launches, expand distribution, and scale its operations both in India and globally.
Carl Pei, co-founder of Nothing, praised Tandon’s appointment, stating that his proven industry experience and strategic mindset would be key in driving CMF’s next phase of growth.
CMF already leverages India for its manufacturing operations, with most of its devices assembled in Tamil Nadu under the Production-Linked Incentive (PLI) scheme. This not only lowers costs but also aligns with the Indian government’s Make in India initiative.
Recent Controversy
Interestingly, Tandon’s appointment comes at a time when the parent brand, Nothing, has found itself under scrutiny. Reports emerged that the company used stock photos as camera samples for the upcoming Nothing Phone 3 during a demo in New Zealand. The photos were reportedly portrayed as if they were captured by the device.
After backlash, Nothing’s co-founder Akis Evangelidis responded to the allegations, calling the situation an unfortunate oversight. He clarified that the images were used for illustrative purposes and that there was no intent to mislead customers.
Outlook
Himanshu Tandon’s entry into CMF signals a new chapter for the sub-brand as it prepares to compete in the lifestyle tech and wearable space. With India playing a central role in both marketing and manufacturing, CMF is banking on local talent and leadership to build a globally recognized brand. With Tandon at the helm of business operations, the brand’s next moves will be closely watched by both consumers and industry insiders.
FAQs
Who is Himanshu Tandon?
He is the former Poco India head, now VP at CMF by Nothing.
What is CMF by Nothing?
A sub-brand of Nothing focused on youth-oriented tech products.
What will Tandon do at CMF?
He’ll oversee business strategy and global market expansion.
Where is CMF’s marketing base now?
CMF recently shifted its global marketing operations to India.
Was Nothing involved in a camera sample controversy?
Yes, it used stock photos at a demo, calling it an oversight.
