India’s homegrown quick-service café chain, Nothing Before Coffee (NBC), is brewing an impressive growth story, emerging as one of the country’s fastest-growing coffee brands in Tier 2 and Tier 3 markets. Driven by the rising café culture across smaller cities and an expanding base of young consumers, the company has reported a remarkable 1.5x surge in revenue, underscoring the growing appetite for premium yet affordable coffee experiences beyond the metros.
The café chain has continued its aggressive push into high-potential, underserved markets, expanding its footprint to 45 cities across 12 states as of June 2026. With this momentum, NBC remains firmly on course to achieve its ambitious target of operating more than 170 outlets across India by the end of FY 2026-27.
For FY 2025-26, NBC’s revenue climbed to Rs. 90 crore from Rs. 59 crore in the previous fiscal, registering a robust CAGR of 52.5%.The growth has been backed by a disciplined expansion strategy focused on strong unit economics, with the brand increasing its network from 86 outlets in FY 2024-25 to 109 outlets in FY 2025-26, reflecting a CAGR of 26.74%.
As India’s café culture increasingly shifts beyond metropolitan cities, NBC has established a strong presence in emerging urban centres such as Jaipur, Indore, Lucknow, Varanasi, Surat, and Ahmedabad. The brand is also witnessing growing demand in Tier 3 cities, particularly around high streets and college hubs, where young consumers are willing to spend between Rs. 150 and Rs. 300 on beverages that deliver a premium café experience without the premium price tag.
Capitalising on evolving consumption habits, NBC has built a menu that resonates with Gen Z and Millennials, for whom iced beverages have become an all-day indulgence rather than a seasonal treat. Its range of cold coffees, iced lattes, flavoured brews, and the brand’s signature thick ‘Shrappe’ have become standout favourites. Alongside, flavored brews also drive massive volumes, helping NBC strengthen customer loyalty while accelerating its rapid expansion across India’s emerging café markets.
“Our robust growth is a powerful testament to our brand’s resonance and sharp focus on scalable, unit- economics-driven expansion across Bharat. For Gen Z in Tier 2 and Tier 3 towns, coffee is no longer just a functional beverage; it is an accessible lifestyle choice and a statement of identity. By pairing a refined, premium café aesthetic with disruptive value propositions like our Super Coffee Pass, we are not just opening outlets, we are building the default social hubs for India’s next generation,” said Ankesh Jain, Co-founder of Nothing Before Coffee.
With the Super Coffee Pass, Nothing Before Coffee is doing more than offering an affordable caffeine fix. It is redefining India’s café consumption habits and changing the core of beverage choices amongst consumers. By making premium coffee accessible at an everyday price point while driving consistent customer engagement, NBC has created a win-win model for both consumers and the business. As the brand continues its rapid expansion across Tier 2 and Tier 3 markets, initiatives like the Super Coffee Pass reinforce its ambition to make quality café experiences a daily ritual for millions of Indians, setting a new benchmark for value-driven growth in the country’s evolving QSR coffee landscape.
