In an effort to establish the nation’s first international phone brand, London-based smartphone manufacturer Nothing, which is well-known for its transparent device designs, is increasing investments in India and focusing on young people in the most populous country in the world.
On September 25, the unicorn firm revealed its plan, stating that it would establish a joint venture with Optiemus Infracom, an Indian manufacturing company that plans to invest over $100 million in the nation over the following three years.
Additionally, the U.K. corporation is moving its subbrand, CMF, to India and intends to establish the South Asian nation as its global centre for product manufacturing and export. Chief Executive Carl Pei explained why he believes there is significant development potential in the industry by stating that the government has been actively promoting the “Make in India” initiative for the past ten years.
Nothing CEO Points India as Emerging Market
Pei also emphasised the growing maturity and talent of the Indian market. The brand sees a huge chance to establish India’s first smartphone or smart-hardware company that can expand internationally, he told The Wall Street Journal. ‘It has never been done here before,’ he continued.
In the very competitive global smartphone market, few companies outside of China have been able to compete with companies like Apple and Samsung in recent years. According to Pei, India is Nothing’s largest market, followed by Europe, but the company does not anticipate achieving a 2% market share there this year.
Nothing is placing bets that its Gen Z clientele will propel it to new heights. Nothing in its industry has the youngest user base, according to Pei. Its users are 26 years old on average. Their first or second phone is still being delivered to them. It’s been a calculated approach, and so far it’s working well, since occasionally kids can be a little rebellious and don’t want the same product as their parents and uncle.”
The industry is nothing new to Pei. In 2013, he co-founded OnePlus, a smartphone maker based in Shenzhen, China. Prior to founding OnePlus with former Oppo vice president Pete Lau, he had experience working for Chinese electronics manufacturing firms Meizu and Oppo.
Nothing Rapidly Expanding its Network
Pie’s most recent business endeavour, Nothing, was last valued at $1.3 billion and has been expanding quickly since its creation in 2020. The consumer technology company’s sales are expected to double from 2024 to $1 billion this year.
China has been the source of all exports to markets outside of India, but the company is beginning to export goods from both nations, Pei said. According to Counterpoint Research, Nothing grew at the fastest rate in India during the second quarter for the sixth consecutive quarter. According to Chow, the company is working to develop a devoted clientele over the long haul while advancing AI-powered services and products. “Scale is the short-term challenge.”
Quick Shots
•Moving subbrand CMF to India, positioning
the country as a global hub for manufacturing and exports.
•CEO Carl Pei highlights India’s emerging
market potential and talent pool, backed by the Make in India initiative.
•Nothing aims to be India’s first globally
expanding smartphone and smart-hardware brand.
•The brand’s average user age is 26, with a
strong focus on first- and second-time phone buyers.
Axar Patel, renowned for his stellar cricket performances, has become a sought-after figure for brand endorsements, reflecting his growing influence and marketability. But beyond his cricketing prowess, Patel has also emerged as a favorite among brands looking to associate with an athlete who represents consistency, reliability, and adaptability.
As his star continues to rise, companies from various industries are rushing to sign him as their brand ambassador. So, what makes Axar the go-to choice for endorsements? Is it his consistency under pressure? His relatable charm? Or his ability to adapt, whether it’s switching formats or effortlessly promoting a brand?
Let’s take a closer look at Axar Patel’s top brand collaborations and why companies are racing to have him as their ambassador.
Why Brands Are Choosing Axar Patel?
Axar Patel’s growing popularity and calm demeanor make him an ideal brand ambassador. His image as a dependable performer, both in high-pressure matches and crucial situations, mirrors the values that brands wish to embody. Whether it’s a sporting brand looking for credibility or a tech company seeking a face that resonates with the younger audience, Axar ticks all the right boxes.
Let’s take a closer look at some of the exciting brand endorsements Axar Patel has secured.
In February 2025, Axar Patel joined FitFeast, a burgeoning name in the protein foods sector, as both an investor and brand ambassador. This partnership aims to revolutionize the protein industry by promoting healthier eating habits. Axar’s commitment to fitness and wellness aligns seamlessly with FitFeast’s mission to make healthy eating accessible and enjoyable.
Wybor
Wybor – Axar Patel Brand Endorsements
In October 2024, consumer electronics brand Wybor appointed Axar Patel as its brand ambassador. Established in 2017, Wybor offers a range of products, including Google QLED TVs, inverter split air conditioners, washing machines, air coolers, and smartwatches. Axar’s dedication and versatility resonate with Wybor’s commitment to innovation and quality.
JSW Sports
JSW Sports – Axar Patel Brand Endorsements
JSW Sports, one of India’s premier sports management companies, has added Axar Patel to its roster of endorsed athletes. This collaboration is a testament to Patel’s rising stature in the cricketing world. JSW Sports has been instrumental in nurturing and managing top sporting talent in India, and Axar’s association with them highlights his growing prominence in the industry. Through this partnership, he gains access to top-tier sports management expertise, further enhancing his career trajectory.
Cricuru
Cricuru – Axar Patel Brand Endorsements
Axar Patel has also joined hands with Cricuru, an innovative online cricket coaching platform that aims to revolutionize the way aspiring cricketers learn the sport. His involvement with Cricuru underscores his commitment to mentoring young talent and sharing his expertise with the next generation. The platform, co-founded by legendary cricketer Virender Sehwag, leverages cutting-edge technology to provide personalized training modules, making Patel’s presence even more impactful.
GamToss
GamToss – Axar Patel Brand Endorsements
Gaming and sports merchandise brand GamToss has roped in Axar Patel as one of its prominent endorsers. With a growing esports and fantasy sports culture in India, this partnership reflects Patel’s connection with both traditional sports lovers and the gaming community. His association with GamToss further strengthens the bridge between mainstream cricket and the digital sports landscape, appealing to a younger, tech-savvy audience.
Calctron Power
Calctron Power – Axar Patel Brand Endorsements
In mid-2024, Calctron Power LLP, a leading Indian manufacturer of batteries and inverters, announced Indian cricketer Axar Patel as their brand ambassador. This strategic partnership aims to enhance Calctron’s brand visibility and connect with a broader audience, leveraging Patel’s popularity and credibility in the sports arena.
In addition to the television campaign, Calctron utilized social media platforms to engage with its audience. For instance, during the New Year celebrations in early 2025, the company shared a video message from Axar Patel extending heartfelt wishes to customers and partners, reinforcing the brand’s commitment to positivity and energy in the coming year.
Apollo
Apollo – Axar Patel Brand Endorsements
The healthcare industry is another sector that has recognized Axar Patel’s influence, as seen in his partnership with Apollo. One of India’s most trusted healthcare brands, Apollo has been at the forefront of medical excellence and wellness advocacy. Axar’s collaboration with the brand aligns perfectly with his image as a disciplined athlete who prioritizes fitness and overall well-being. This endorsement conveys a powerful message to fans about the importance of maintaining a healthy lifestyle.
Hestur Energy
Hestur Energy – Axar Patel Brand Endorsements
In December 2024, Indian cricket all-rounder Axar Patel was announced as the official brand ambassador for Hestur Energy, an emerging player in the electric vehicle (EV) sector. This collaboration signifies a fusion of athletic excellence and innovative EV technology, aiming to promote sustainable transportation solutions.
The announcement of this partnership was met with enthusiasm, highlighting the shared values of innovation and environmental consciousness between Axar Patel and Hestur Energy.
Axar Patel has extended his endorsement portfolio into the personal care industry by partnering with Fixderma, a leading dermatology brand known for its advanced skincare solutions. This collaboration highlights Patel’s commitment to health and wellness, not just in terms of fitness but also in maintaining overall skin health—an essential aspect for athletes exposed to harsh outdoor conditions.
As a professional cricketer, Axar spends long hours under the sun, facing intense heat and UV exposure during matches and training sessions. His association with Fixderma emphasizes the importance of sun protection, skincare, and self-care for athletes and fitness enthusiasts alike. Through this partnership, Patel advocates for maintaining healthy skin despite the rigorous demands of outdoor sports.
Nothing Phone
Nothing Phone – Axar Patel Brand Endorsements
In June 2024, Axar Patel endorsed Nothing Phone, a rapidly emerging consumer electronics brand known for its sleek design and innovative technology. His collaboration with Nothing Phone signifies his foray into the world of tech endorsements, positioning him as a forward-thinking personality who appreciates cutting-edge gadgets. As smartphones continue to play a crucial role in everyday life, Patel’s association with a brand like Nothing adds to its appeal among young, tech-savvy consumers.
Vision11
Vision11 –
Axar Patel, one of India’s premier all-rounders, has added another exciting partnership to his growing list of endorsements by collaborating with Vision11Official, a rapidly emerging fantasy sports platform. This association highlights Patel’s strong connection with the digital sports ecosystem, where fantasy cricket has become a significant part of fan engagement.
With this endorsement, Axar Patel continues to expand his influence beyond the cricket field, making a significant mark in the digital sports industry. His involvement with Vision11Official reaffirms the growing importance of fantasy sports in India, offering fans an interactive and engaging way to stay connected with the game they love.
Axar Patel has joined hands with Rario, a pioneering cricket-based NFT platform, to offer fans a unique and immersive digital experience. This collaboration marks an exciting fusion of cricket and blockchain technology, allowing fans to own exclusive digital collectibles featuring Patel’s iconic moments, achievements, and highlights from his career.
With Axar Patel becoming a part of Rario’s expanding list of star players, this collaboration reflects his growing influence beyond the cricket field and into the future of digital sports collectibles. For fans, it’s an incredible opportunity to own a piece of his cricketing journey in a way that was never possible before.
Axar Patel’s partnership with CoinSwitch is more than just another endorsement because it represents a growing trend where athletes use their platform to promote financial awareness.
With cryptocurrency gaining traction in India, this collaboration is set to play a role in shaping how young investors perceive and engage with digital assets. Given the volatile nature of crypto markets, Axar’s involvement serves as a reminder that just like cricket, investing requires patience, strategy, and continuous learning.
Conclusion
Axar Patel’s rise from a promising cricketer to a dominant force in brand endorsements is truly inspiring. His ability to stay composed under pressure, deliver consistent performances, and connect with audiences makes him a natural choice for brands seeking authenticity and reliability.
Whether he’s spinning magic on the pitch or captivating audiences through advertisements, one thing is clear Axar Patel’s influence extends well beyond cricket. As his career flourishes, his endorsement portfolio is set to grow, solidifying his position as one of the most influential names in Indian sports marketing.
