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Fast-growing homegrown coffee chain Nothing Before Coffee (NBC) is gearing up for its next phase of aggressive expansion after posting one of its strongest years yet, marked by a 52% rise in store count and a 70% jump in revenue at the company level.
Riding on a model built around affordability, youth-driven branding, and solid unit economics, NBC has crossed the 100-outlet mark across 39 cities, with a target of 150+ stores by FY2026.
The brand is now intensifying its footprint in high-growth regions, particularly in Gujarat, where it has launched its fourth outlet in Surat, second in Vadodara, and third in Ahmedabad. NBC has also opened a new store in Zirakpur, Punjab, signaling a strategic push into key North Indian markets.
“Our 52% expansion in stores and 70% rise in revenue reflect the strong connection we’ve built with young consumers,” said Akshay Kedia, Co-founder of Nothing Before Coffee. “We’re doubling down on markets where we already perform strongly while simultaneously entering new cities with high potential. This dual strategy is central to making NBC a household name across India.”
Founded in 2017 by Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari, NBC has carved out a distinctive space in India’s café landscape. Its signature “Shrappe,” accessible pricing, and community-centric store designs have resonated particularly well with younger audiences in Tier-II and Tier-III cities.
The company’s expansion blueprint focuses on building density in existing strongholds like Indore, Jaipur, and Lucknow, while scaling rapidly across new territories in Punjab, Uttar Pradesh, and Western India. NBC’s leadership said these clusters will create a stronger national network effect as demand for affordable, youth-oriented café spaces continues to surge.
With its latest round of openings and a clear roadmap for accelerated growth, NBC is positioning itself as a formidable competitor to global coffee brands—offering India-first flavors, pocket-friendly menus, and vibrant spaces aimed at the country’s next generation of café-goers.
