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Home » Smartphone makers have nothing to spin off affordable CMF brands
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Smartphone makers have nothing to spin off affordable CMF brands

userBy userSeptember 25, 2025No Comments2 Mins Read
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The hardware startup on Thursday is not said to be planning to turn affordable device brand CMF into an independent subsidiary, with India planning to serve as manufacturing and R&D headquarters.

The company first launched its CMF in 2023 with earphones and smartwatches. Since then, smartphones have also been introduced under the brand.

It is not said that they are partnering with ODM (original design manufacturer) Optiemus in India to create a joint venture for manufacturing. The startup has not revealed the ownership structure of the venture, but said it aims to invest more than $100 million over the next three years, creating more than 1,800 jobs.

The London-based startup did not say how much money from the round would cost to set up this new venture, following the $200 million funding round led by Tiger Global.

The decision to choose India as the operational headquarters for the CMF makes sense for several reasons. According to IDC, CMF smartphones are priced below $200, and are the dominant category in India, with over 42% of mobile phones shipped in the second quarter of 2025 in the price range of $100-200.

India was also not the most powerful market with over 2% market share for smartphones. IDC told TechCrunch in an email that shipments increased 85% year-on-year in Q2 2025, rather than the country’s fastest growing brand.

“India plays a key role in shaping the future of the global smartphone industry. CMF has been well received in the market since launching the market two years ago. End-to-end capabilities make it uniquely positioned to build into India’s first true global smartphone brand.

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The company’s move comes after poaching Himanshu Tondon from Xiaomi’s spinoff brand Poco last month as CMF’s vice president of business.

Brand spin-offs have become more and more common over the past decade, especially with brands based in China. Examples include Xiaomi spinning Poco, Huawei sells Honor, and Oppo Making Realme becomes another company.


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