The funding includes Rs 50 lakh for 0.27 percent equity from Aditya Singh, Founder of All In Capital, along with a structured debt offer of Rs 3.2 crore carrying a 12 percent revenue share. Investors cited the brand’s disciplined unit economics, consistent store-level profitability, and clearly defined national expansion roadmap as key strengths.

Founded in 2017 by Akshay Kedia, Ankesh Jain, Anand Jain and Shubham Bhandari, Nothing Before Coffee has built a mass-premium coffee retail model focused on non-metro India. The company currently operates over 100 outlets across 39+ cities in 12 states and plans to expand to 160 stores by December 2026. It has outlined a long-term target of 400 stores by 2029, primarily under a COCO (Company Owned Company Operated) structure to retain operational control and margins.

NBC reports 65 percent gross margins at the store level and 28 percent EBITDA margins at mature outlets, with 100 percent of stores operating EBITDA positive. Its vertically integrated supply chain — sourcing beans from Chikmagalur, roasting in-house at its Jaipur facility, and distributing through a centralized warehouse model — underpins cost efficiencies and quality consistency across locations.

“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’.”

Positioned at approximately $1 price points for hot coffee, NBC competes on affordability against larger domestic and international coffee chains while targeting value-conscious young consumers in emerging cities. The company’s signature ‘Shrappe’ (Shake + Frappe) and youth-centric café formats have helped it differentiate within the competitive QSR coffee segment.

In addition to physical expansion, the company has launched the Super Coffee Pass subscription, priced at Rs 1,799 with benefits worth Rs 3,600, as part of a broader strategy to drive recurring revenue, digital engagement, and customer retention. It is also investing in app-led loyalty programs, product innovation, and backend supply chain optimization to support scalable growth.

“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 percent 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.”

As India’s organised coffee retail market expands beyond metropolitan hubs, Nothing Before Coffee is positioning itself to capture demand in high-growth Tier 2 and Tier 3 cities through a profitability-led expansion strategy in the QSR segment.

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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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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.

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NBC currently has 75 outlets throughout India; wherein the company added 35+ new outlets in 2024 offering an exclusive opportunity for people across regions to enjoy high-quality, flavorful brewed coffee & beverages at economical prices. Additionally, NBC reported its “Best-ever Q3 sales.” Fueled by new store launches, innovative offerings, and growing brand loyalty. The brand’s seasonal offerings and unique brews have been particularly well-received, contributing to this growth.

The 75th store boasts an expansive layout and is designed to serve as a vibrant community hub for professionals, students, tourists, and coffee enthusiasts alike. The store exemplifies Nothing Before Coffee’s dedication to quality and community. This modern outlet offers a diverse menu featuring organic coffee, tea, shakes, mocktails, hot chocolate, shrappe, and a wide range of delectable snacks and cookies, carefully crafted to cater to the refined tastes of its discerning customers.

The company further strengthened its footprints in both Tier-1 & Tier-2 cities of India and currently operates in 29 cities, 10 states and has a target to open 8 new outlets in October 2024.

“Our growth isn’t just about numbers—it’s driven by our dedication to sustainability, quality, and brewing stories into the everyday lives of our customers, inspiring our people and growing our community. Aligned with our goal to expand in both Tier-1 and Tier-2 markets, we plan to open 400 stores by 2027, making Nothing Before Coffee a household name synonymous with authentic and affordable coffee experiences, said Akshay Kedia, Founder & CMO, Nothing Before Coffee.

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NBC currently has 75 outlets throughout India; wherein the company added 35+ new outlets in 2024 offering an exclusive opportunity for people across regions to enjoy high-quality, flavorful brewed coffee and beverages at economical prices. Additionally, the coffee chain reported its ‘best-ever Q3 sales’ fueled by new store launches, innovative offerings, and growing brand loyalty. The brand’s seasonal offerings and unique brews have been particularly well-received, contributing to this growth.

The company further strengthened its footprint in both Tier-1 & Tier-2 cities of India and currently operates in 29 cities, 10 states and has a target to open 8 new outlets in October 2024.

“We’re thrilled to launch our landmark store in Connaught Place, a cultural and commercial hub that perfectly aligns with our vision for Nothing Before Coffee. This store reflects our commitment to offering an exceptional coffee experience while honoring the vibrant spirit of the location. Our growth isn’t just about numbers—it’s driven by our dedication to sustainability, quality, and brewing stories into the everyday lives of our customers, inspiring our people and growing our community. Aligned with our goal to expand in both Tier-1 and Tier-2 markets, we plan to open 400 stores by 2027, making Nothing Before Coffee a household name synonymous with authentic and affordable coffee experiences,” said Akshay Kedia, Founder & CMO, Nothing Before Coffee.

Outlet Design

The 75th store is situated in the historic Connaught Place, one of India’s most recognisable urban landscapes, this store offers a premium experience tailored to the diverse and dynamic crowd of Delhi.

Boasting an expansive layout, the Connaught Place store is designed to serve as a vibrant community hub for professionals, students, tourists, and coffee enthusiasts alike. The store exemplifies Nothing Before Coffee’s dedication to quality and community.

Diverse Menu

This sleek and modern outlet offers a diverse menu featuring organic coffee, tea, shakes, mocktails, hot chocolate, shrappe, and a wide range of delectable snacks and cookies, carefully crafted to cater to the refined tastes of its discerning customers. NBC opens door for customers to try India’s Best Shrappe – Where Shakes Meet Thick Frappes!

Expansion Plans

NBC is rapidly expanding its presence in the coming years with an aim to open 400 stores in India in 2027, solidifying its presence across both metropolitan and tier-2 cities. 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.

About The Brand Nothing Before Coffee was founded in 2017 with the goal to share the enticing aroma of freshly brewed coffee with everyone. The brand sources the best essence of coffee beans and brews them using the latest and most innovative techniques to ensure that every cup of coffee served under NBC is of the highest quality. As a QSR model, NBC is specialized in serving varieties of beverages with exceptional quality.

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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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NBC began its journey with its first outlet in Jaipur and has since established a strong presence across major Indian cities, including Delhi, Pune, Jaipur, Udaipur, Kota, Surat, Gurgaon, Bangalore, Hyderabad, Kerala, Nagpur, Bikaner, Bhopal, Indore, and Lucknow. Today, the brand operates 65 outlets across these cities.

Reflecting on this achievement, Akshay Kedia, MD, NBC, said, “Completing 7 years is a momentous achievement that brings with it great responsibility. Our goal is to sustain our brand’s legacy, meet customer expectations, and continuously offer compelling reasons for our patrons to keep coming back.”

To celebrate this milestone, NBC has launched a limited-time promotion for 31st August and 1st September 2024, where customers can enjoy a selection of NBC’s best-selling beverages for just INR 99. This special offer is NBC’s way of expressing gratitude to its loyal customers and inviting new ones to discover its innovative creations. Additionally, NBC is enhancing the customer experience with new app features and loyalty rewards. For every Rs 100 spent, customers will earn Rs 10 in cash loyalty points, which can be redeemed through the NBC app. The app also offers a range of convenient features, including the ability to place multiple orders, access exclusive deals, and manage purchases either at the store or through pre-orders. This initiative aims to make every visit to NBC more rewarding and enjoyable.

As part of its vision to become a global brand, NBC is set to embark on an expansion plan over the next three years. The company aims to open 400 new outlets worldwide, including 150 locations across Europe. The expansion will begin with flagship stores and growth into two international markets, bringing the distinctive ‘Shrappe’ experience to new audiences. This international growth underscores NBC’s aim to replicate its success in India on a global stage. As the brand continues to evolve, it remains steadfast in delivering exceptional coffee experiences to its customers.

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The Pune store, situated in the upscale Viman Nagar neighborhood, exemplifies NBC’s dedication to quality and community. This sleek and modern outlet offers a diverse menu featuring organic coffee, shakes, mocktails, hot chocolate, shrappe, and a wide range of delectable snacks, sandwiches, noodles, and cookies. NBC has curated an extensive menu of specialty coffee beverages to suit diverse tastes, making it a haven for coffee connoisseurs and foodies alike.

NBC’s footprint spans across both Tier-1 and Tier-2 cities in India. It currently operates in 26 cities across 13 states and has successfully opened 20+ new outlets in H1 of the year, marking the “highest-ever store addition”. Additionally, it has extended its presence to 8 new cities including Delhi-NCR, Uttar Pradesh, Maharashtra, and Karnataka throughout the year.

“As we continue to expand our footprint across Tier 1 and Tier 2 cities in India, our goal remains to make Nothing Before Coffee a household name synonymous with authentic and affordable coffee experiences. We’re excited to bring our unique blend to even more customers. Our plan to launch over 30 new stores in the next 3 months underscores our commitment to making high-quality coffee accessible to all. Furthermore, we are determined to achieve an INR 100 crore revenue run rate by March 2025,” said Akshay Kedia, Founder & COO, Nothing Before Coffee.

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Established in 2017 by school friends Akshay Kedia, Anand Jain, Ankesh Jain, and Shubham Bhandari, with a focus on providing high-quality coffee and creating welcoming spaces, the Coffee brand has gained a loyal customer base in India. NBC delivers quality coffee experiences, captivating patrons not only in Jaipur but across 10 states and 26 cities. The coffee retailer has set itself apart through its commitment to infuse joy in every sip.

Nothing Before Coffee currently has 50 stores wherein the company added 25 new outlets in FY 2023-24 till now, the leading coffee chain is present in 26 cities and has added 8 cities this year which the company says is “the highest-ever store addition”. NBC is looking to rapidly expand its presence in the coming years.

NBC has a collaboration agreement with Building Brands for Tomorrow (BBFT), a leader in restaurant franchising and startup growth consulting. BBFT specializes in helping restaurants and retail businesses acquire investors and expand their footprints through franchising. Through this partnership, BBFT will accelerate the overall expansion of Nothing Before Coffee’s franchise network in India.

Nothing Before Coffee (NBC) provides a diverse selection of 100% vegetarian options, embodying the ethos of “global quality, local pricing.” These offerings cater to customers of all age groups, ensuring that everyone can enjoy NBC’s products while adhering to their dietary preferences.

“The launch of our 50th outlet is not just a numerical achievement; it’s a testament to our commitment to crafting exceptional coffee experiences. Our vision is to become the household name for coffee and beverage cafes in Tier 1 & Tier 2 cities of India and beyond, offering a convenient and delicious coffee experience. We believe in the power of coffee to bring people together, and we’re excited to share that with our customers,” said Akshay Kedia, Founder & CMO, Nothing Before Coffee.

“The market is experiencing a significant demand for reasonably priced coffee, with very few brands catering to this segment on a nationwide scale. It fills me with great joy and pride to witness and support NBC’s transformation from nonexistence to prominence! Moving forward, the aim is to expand and enhance NBC’s presence across the entire Indian landscape,” said Rohit Singh, Founder, Building Brands for Tomorrow (BBFT).

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