The Jaipur-based brand underpinned a robust model focused on Tier-II, and Tier-III markets, creating spaces that resonate deeply with India’s accessible coffee & youth culture. Fueling this momentum, NBC has received two significant on-air commitments.

• Aditya Singh, Founder of All in Capital, offered ₹50 lakh for 0.27% equity
• A structured market offer of ₹3.2 crore was proposed in the form of debt with a 12% revenue share.

These endorsements came from a distinguished panel including Dr. A. Velumani, Nitish Mittersain, Shanti Mohan, and other prominent voices from India’s startup ecosystem. On the show, investors highlighted NBC’s clear visibility on unit economics, strong profitability across stores, underserved Bharat-first positioning, and a structured roadmap to national scale.

The brand’s ability to maintain 100% stores EBITDA positive while expanding into challenging markets demonstrates the resilience of its model.

“Our journey has always been about taking premium coffee to the heart of India, beyond metros, into the cities where young India is discovering its love for quality brews,” said Akshay Kedia, Co-Founder, Nothing Before Coffee. “The response on Bharat Ke Super Founders validates what we’ve built: a brand with strong unit economics, deep consumer connects, and a clear vision for profitable scale. We’re building more than a coffee chain; we’re building a community hub for aspirational India, with a clear roadmap to 400 stores by 2029. We’re excited to accelerate from here and emerge as India’s ‘Most Loved Coffee Café Brand’.”

The Bharat Coffee Play

Since its founding in 2017 by Akshay Kedia, Ankesh Jain, Anand Jain and Shubham Bhandari, Nothing Before Coffee (NBC) has strategically elevated café culture in India by combining a youthfocused vision with disciplined expansion into Tier-II and Tier-III cities. NBC differentiates itself through accessible pricing, a signature ‘Shrappe’ (Shake + Frappe (our own thickest frappe), and innovative menu, and vibrant spaces that foster community, moving beyond the premium coffee model to build ongoing loyalty among young consumers.

The company’s disciplined expansion model has delivered impressive financial metrics:

With approximately $1 price positioning, NBC’s hot coffee is priced at nearly half of other players and roughly one-third of international chains operating in India, reinforcing its mass-premium positioning.

• 65% gross margins at store level
• 28% EBITDA margins at mature stores
• 100% stores EBITDA positive

This profitability is underpinned by a vertically integrated supply chain: NBC sources beans from Chikmagalur, roasts in-house at its Jaipur facility, and distributes through a centralized warehouse model, ensuring quality control and cost efficiency at scale. With 100+ outlets across 39+ cities in 12 states, NBC has built one of the most extensive youth-focused coffee networks beyond metro India.

Ambitious Plans for Pan-India Growth

Operating under a COCO (Company Owned Company Operated) model, NBC has outlined an ambitious national expansion roadmap:

• 400 stores by 2029
• Next 100-store milestone by 2027

Beyond physical expansion, NBC is strengthening its revenue streams through strategic initiatives:

• Subscription-led growth with the newly launched Super Coffee Pass (priced at ₹1,799 with
  benefits worth ₹3,600)
• App-driven customer engagement to build digital loyalty
• Product innovation with new beverage variants
• Community-focused in-store activations that transform cafes into social hubs
• Backend supply chain optimization to support scale

“Our appearance on Bharat Ke Super Founders was a pivotal moment for us, not just for the investment validation, but for affirming that our thesis of building for Bharat is exactly where the future of consumption lies. At Nothing Before Coffee, we’ve always believed that great coffee shouldn’t be a metro-only luxury. The response from the investors and the viewership reinforces that our disciplined approach, profitable unit economics, 100% EBITDA-positive stores, and a deep connect with young India is the right formula for sustainable national scale,” said Ankesh Jain, Co-Founder, Nothing Before Coffee.

With a solid foundation of over 100 outlets and a growing loyal customer base, Nothing Before Coffee is positioning itself as a mass-premium coffee brand tailored for India beyond metros. As the country’s consumption story moves decisively toward Tier 2 and Tier 3 India, NBC is betting that affordable premiumisation in everyday categories like coffee could unlock the next wave of retail growth.

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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.

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Nothing Before Coffee has further raised 2.3 million in a Pre-Series A funding round, led by Prath Ventures. The round also saw participation from SYL Investments recently this year, owing to their commitment to redefine India’s café culture by focusing on Tier-II and Tier-III cities—a segment largely untapped by premium coffee players.

Founded in 2017 in Jaipur by Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari, Nothing Before Coffee has rapidly evolved from a small, cozy café into a national brand with a footprint of 100 outlets across India. At the heart of NBC’s success is its mission to serve high-quality, accessible coffee in vibrant spaces that resonate with India’s youth.

To celebrate this historic achievement, NBC invites coffee lovers across India to redeem an exclusive ₹100 celebration offer at any of its outlets nationwide. Customers simply need to follow NBC’s official Instagram handle (@nothingbeforecoffeeindia) and DM “100 stores” to instantly receive the offer via the NBC app – underscoring the brand’s dedication to customer-first engagement and accessibility.

NBC’s ambitious roadmap aims to solidify its position as India’s most beloved homegrown café brand, particularly in markets often overlooked by established chains. The QSR chain is on a fast-paced growth trajectory, aiming to establish 80+ NBC stores across India by FY2026, further strengthening its presence in metropolitan hubs and expanding deeper into both metropolitan and emerging cities (Tier-I and Tier-II markets). These new openings will mark an important milestone for the brand, demonstrating its continuous efforts to cater to the growing demand for premium coffee experiences. The new outlets are designed to offer a welcoming and exceptional coffee experience, building on the brand’s commitment to quality and customer satisfaction.

“Our vision is to make Nothing Before Coffee India’s most loved homegrown coffee chain by delivering authentic, affordable, and culturally resonant café experiences. Reaching our 100th store is both a proud and humbling milestone, born from our mission to bring quality coffee to every corner of India, from bustling metros to emerging towns. This ₹100 offer is our way of expressing heartfelt gratitude for the incredible support of our customers. By combining affordability, uncompromising quality, and deep cultural relevance, especially in Tier-II and Tier-III markets – we have laid a foundation for sustained growth. With strong unit economics and unwavering consumer trust, we are now poised to scale rapidly. The capital we’ve raised recently is further enabling us to invest in technology, talent, and new formats, unlocking our next chapter as we work toward making NBC the most loved and accessible coffee experience in India.”- Akshay Kedia, Co-founder, Nothing Before Coffee. 

In a market traditionally dominated by premium global chains and metro-centric models, NBC is carving out its niche with a “youth-first” approach, offering high-quality, affordability, and cultural relevance in beverages served within aesthetically designed, vibrant spaces that function as social hubs for India’s growing aspirational class. At the heart of NBC’s success is its commitment to “Nothing Before Customer,” exemplified through the outlets that guarantee consistent, high-quality coffee and a welcoming community environment. While most players are concentrating on Tier-I cities and premium offerings, NBC is disrupting the market with accessible pricing, India-centric coffee innovations like the thickest & creamiest ‘Shrappe’ (a desi twist on a frappe), and aspirational café spaces that serve as community hubs for young consumers. 

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This funding milestone is a strong validation of our vision and operating model. At Nothing Before Coffee, we’ve built a
brand that combines affordability, quality, and deep cultural resonance—especially in India’s Tier-II and Tier-III markets.
With strong unit economics and consistent consumer love, we are now well-positioned to scale rapidly. The capital will
help us deepen our presence, invest in technology and talent, and unlock the next phase of growth as we work towards
becoming India’s most loved and accessible coffee chain, said — Ankesh Jain, Co-founder, Nothing Before Coffee
In a market traditionally dominated by premium global chains and metro-centric models, NBC is carving out
its niche with a “youth-first” approach, offering high-quality, affordability, cultural relevance, and beverages
served in aesthetically designed, vibrant spaces. These outlets are designed to serve as social hubs for India’s
growing aspirational class.

Commenting on the fund raise, Piyush Goenka, Founder, Prath Ventures said “As a fund, we’ve long believed
in the growing demand for coffee and vibrant café experiences across India — not just in metros, but well beyond Tier-1 cities. In all our research, NBC consistently stood out for the vibrance in their cafés, the affordability of their pricing, and the quality of their offerings. What truly sealed the deal was the passion and drive of the founding team, which made this a compelling and exciting opportunity for us, as we love to partner with enthusiastic like-minded founders.”

The freshly infused capital will be utilized to:

• Aiming to establish 150+ NBC stores across India by FY2026, with a strong focus on expanding into
  emerging Tier-II and Tier-III markets.
• Strengthen the brand’s digital platforms to drive enhanced customer experience and loyalty.
• Invest in supply chain optimization and talent acquisition to support scale and consistency across
  locations.
• Experiment with new store formats, including compact kiosks and premium high-street cafes in
  smaller cities.

NBC’s ambitious roadmap aims to solidify its position as India’s most beloved homegrown café brand, particularly in markets often overlooked by established chains. The QSR chain is on a fast-paced growth trajectory, aiming to establish 150+ NBC stores across India by FY2026, further strengthening its presence in metropolitan hubs and expanding deeper into Tier-I and Tier-II markets. These new openings will mark an important milestone for the brand, demonstrating its continuous efforts to cater to the growing demand for
premium coffee experiences. The new outlets are designed to offer a welcoming and exceptional coffee experience, building on the brand’s commitment to quality and customer satisfaction.

The post NBC Raises $ 2.3 Million in Pre-Series A; Eyes 150+ NBC Stores by FY26 appeared first on Business of Food.

The expansion will kick off with flagship stores and expansion in two international markets. The value-focused coffee brand will also open 80 new outlets by the end of 2025.

NBC was established in 2017 by school friends Akshay Kedia, Anand Jain, Ankesh Jain, and Shubham Bhandari. It offers more than 100 beverages across different categories with coffee as the core product.

Since opening its first outlet in Jaipur, the brand has expanded to 65 outlets across cities such as Delhi, Pune, Udaipur, Kota, Surat, Gurugram, Bengaluru, Hyderabad, Kerala, Nagpur, Bikaner, Bhopal, Indore, and Lucknow.

In May 2024, the company made its foray into the global market with its first outlet in Portugal. 

Recently, the company celebrated its seven year anniversary and opened four new stores at Delhi Mumbai Expressway, Ghaziabad, New Delhi and Pune.

“Completing seven years is a momentous achievement that brings with it great responsibility,” said co-founder Kedia. “Our goal is to sustain our brand’s legacy, meet customer expectations, and continuously offer compelling reasons for our patrons to keep coming back.”

Less than two months ago, NBC announced that it is targeting to achieve Rs 100 crore revenue run rate by the end of fiscal year (FY) 2025. 

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