Jazz, through its ROX youth brand, has partnered with Nothing and Yellostone Technologies to officially launch Nothing smartphones in Pakistan for the first time.
The initial lineup includes the Phone (2), Phone (2a), and CMF Phone 1. Early buyers of Phone 2 and 2a will receive free CMF Buds and a special Jazz ROX bundle with data, minutes, and SMS.
Prices start at PKR 84,900.
The Nothing CMF Phone 1 (8+128GB) is being offered at PKR 84,900, while the Nothing Phone 2a (12+256GB) is priced at PKR 144,900, and the flagship Nothing Phone 2 (12+512GB) is available at PKR 239,900, both bundled with a complimentary pair of CMF The Nothing Phone (3a) is also slated for release in Pakistan later this year.
Positioning in the Pakistani Market
Nothing’s pricing strategy in Pakistan clearly outlines its ambition to penetrate the mid-to-premium smartphone segment, not just the value-oriented market typically targeted by Chinese brands.
Unlike brands such as Infinix or Vivo, which often dominate the entry-level and lower mid-range tiers, Nothing is positioning itself as a design-forward alternative to Samsung. Although it remains to be seen whether the Nothing phone can penetrate the extremely competitive market dominated by Samsung phones, with a massive variety and price options. Not to forget Xiaomi.
According to officials at Nothing, the company is preparing to officially launch the Nothing Phone 3 within two weeks, further reinforcing its growing footprint in the country.
The brand has confirmed that, for now, there are no plans for local assembly. All Nothing devices currently entering Pakistan are Completely Built-Up (CBU) imported units. However, officials suggest that if the brand performs well in Pakistan, local assembly might be considered in the future. Furthermore, the upcoming device launch will be in official partnership with Jazz, signalling a strong strategic alignment to gain market share and boost visibility through one of Pakistan’s largest telecom providers.
This differentiation strategy is likely to resonate with tech-savvy Pakistani buyers looking for value without compromising on design or future-proofing. The brand’s expanding price range, from Rs84,999 to Rs239,999, indicates a strong push to capture various user segments while maintaining its identity as a premium challenger brand.
For Pakistani consumers, the upcoming launch of the Nothing Phone 3 and the company’s focus on the mid-to-high-end market signals serious intent and Samsung should take note.
