Nothing Before Coffee (NBC), among India’s fastest-growing café chains, is changing how the country drinks coffee. They’re doing it the Indian way—keeping prices low, focusing on young people, and using a D2C model that works in big cities and smaller towns.
While many expensive global brands fill the market, NBC is becoming a strong Indian competitor. It combines modern café culture with local tastes. The company’s outlet count went up by 52 percent, and revenue grew by over 70 percent, making it one of the quickest-growing D2C brands in food and beverage.
Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari started Nothing Before Coffee in 2017. They joined the market when young Indians started seeing cafés as more than just places to get drinks—they became lifestyle spots. NBC took advantage of this shift and turned into a cultural brand that people visit often. They sell popular drinks like the Shrappe and keep updating their menu for customers who want trendy items but also care about price. This strategy has helped NBC stand out among D2C food and beverage brands in India.
The company wants to grow in line with the D2C market, with smaller cities leading the charge. NBC is adding more stores in Surat, Vadodara, and Ahmedabad, building up its presence in Gujarat, which is now one of its best-performing markets. It has also moved into Zirakpur in Punjab, entering another area with lots of potential customers. NBC is focused on making each location profitable, which is a key topic in today’s D2C industry updates.
Co-founder Akshay Kedia says this success is due to careful scaling. Our strong growth—52 percent more stores and 70 percent higher revenue—shows that our brand connects with people and that we’re focused on growth that makes financial sense, he says. This balance of profitability and cultural relevance is rare in a market where many companies spend a lot of money and depend on venture funding. NBC is a good example of sustainable growth within the Indian D2C market.
NBC now has over 100 outlets in 39 cities across 11 states. Stores in cities like Indore, Jaipur, and Lucknow help drive growth. The brand’s model combines a strong retail presence with smart growth, leading to efficient operations and strong brand recognition. Even though big global coffee brands are pushing into India, NBC has an advantage because it offers India-specific drinks, community-focused spaces, and good prices which meets Indian consumer behavior.
The brand plans to have over 150 outlets by FY2026, reflecting India’s growing desire for café experiences. NBC wants to improve its omnichannel distribution, explore new areas for growth, and continue opening stores in mid-sized cities—a plan that fits with changing youth preferences and the rise of café culture in India.
As D2C daily news emphasizes Indian brands that are scaling responsibly, Nothing Before Coffee is in a key position. Its growth plan combines careful expansion, understanding of local culture, and financial discipline—making it more than just a café chain, but a brand that’s shaping the future of India’s café culture.
