Jaipur-based quick-service restaurant coffee chain Nothing Before Coffee (NBC) is accelerating its expansion plans, targeting more than 170 outlets by FY27 as it strengthens its presence across Tier II and Tier III markets.
Founded in 2017, NBC has grown its footprint to over 45 cities across 12 states, building a café network focused on regional growth centres, high streets and college clusters. The company is now looking to expand further while continuing to focus on accessible pricing, product innovation and formats designed for younger consumers.
The brand has reported strong financial growth, with revenue rising from ₹59 crore in FY25 to ₹90 crore in FY26, representing approximately 52% year-on-year growth. During the same period, its outlet count increased by 27%, reflecting the company’s expanding physical presence.
NBC’s growth strategy is centred on tapping into emerging consumption markets beyond traditional metropolitan cities. By focusing on regional hubs and youth-heavy locations, the coffee chain is building a broader café network across markets where demand for affordable and experiential food and beverage offerings continues to grow.
Product innovation remains an important part of the company’s strategy. Cold coffees, iced lattes, Shrappe and flavoured beverages are among the key volume drivers for the brand, helping it cater to evolving consumer preferences and a younger audience.
As part of its ninth anniversary celebrations, NBC is also offering beverages at ₹99 across participating outlets on August 30 and 31, using the milestone to engage consumers across its growing store network.
Looking ahead, Nothing Before Coffee plans to continue expanding its footprint while maintaining its focus on accessible pricing and differentiated café experiences. The brand aims to balance rapid physical expansion with products and formats that resonate with young consumers across both established and emerging cities.
With a presence spanning more than 45 cities and ambitious plans to cross 170 outlets by FY27, NBC is entering its next phase with a clear focus on scale. Its combination of regional expansion, beverage innovation and youth-oriented café formats positions the company to further strengthen its presence in India’s growing out-of-home coffee and beverage market.
As consumer demand for café experiences expands beyond major metros, Nothing Before Coffee is betting that the next wave of growth will increasingly come from India’s emerging cities and younger consumers.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
