Nothing Before Coffee (NBC) announced a powerful growth narrative, marked by robust financial performance and strategic physical expansion. The brand reported a 52% year-on-year jump in its outlet count and a remarkable surge of over 70% in revenues at the company* level, underpinning a robust model focused on Tier-I, Tier-II, and Tier-III markets, creating spaces that resonate deeply with India’s accessible coffee & youth culture.
Fueling this momentum, NBC is strategically deepening its presence in high-potential markets, announcing the launch of its 4th outlet in Surat, 2nd in Vadodara, and 3rd in Ahmedabad, significantly deepening its footprint in the key western state of Gujarat. Simultaneously, the brand is marking its entry into the bustling satellite city of Zirakpur, Punjab, a high-growth market, demonstrating a strategic multi-state expansion push. This expansion within Gujarat, a key growth state for the brand, demonstrates a focused strategy to consolidate presence in high-performing regions while continuing its pan-India march.
“Our robust growth—52% more stores and 70% higher revenue—is a powerful testament to our brand’s resonance and our sharp focus on scalable, unit-economics-driven expansion,” said Akshay Kedia, Co-founder, Nothing Before Coffee. “We are strategically capitalizing on this momentum by simultaneously strengthening our presence in high-performing states like Gujarat and entering new, high-potential markets like Zirakpur. This dual approach is central to our vision of making NBC a national household name.”
Since its founding in 2017 by Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari, Nothing Before Coffee (NBC) has strategically elevated café culture in India by combining a youth-focused vision with disciplined expansion into Tier-II and Tier-III cities. NBC differentiates itself through accessible pricing, a signature ‘Shrappe’ (a desi twist on a frappe), an innovative menu, and vibrant spaces that foster community, moving beyond the premium coffee model to build ongoing loyalty among young consumers. This proactive approach has enabled NBC to become an influential national chain with more than 100 outlets across India, reinforcing its mission to democratize high-quality café experiences and stimulate authentic social connections for India’s next generation.
NBC’s expansion is a calibrated effort to build density in its core markets while planting flags in new, aspirational cities. The brand has identified powerful growth engines in cities like Indore, Jaipur, and Lucknow. The latest launches in Gujarat and Punjab represent a strategic scaling of this successful model, creating a powerful network effect across North and West India.
With a solid foundation of 100 outlets across 39 cities in 11 states, NBC is poised for its next hyper-growth chapter. The brand has an ambitious target to exceed 150+ outlets by FY2026.
This growth strategy will enable NBC to strengthen its foothold in metropolitan hubs and fast-growing emerging towns, solidifying its leadership against global coffee chains with India-centric, affordable offerings in vibrant café environments.
