Nothing Before Coffee Targets 170+ Stores After Revenue Hits Rs 90 Crore

Nothing Before Coffee (NBC), the Jaipur-based QSR coffee chain, has completed nine years of operations and is targeting more than 170 outlets across India by the end of FY27 as it expands further into Tier-II and Tier-III markets.

The company is marking its ninth anniversary with a two-day consumer offer called ‘9 to 99’. On August 30 and 31, participating NBC outlets will offer beverages at a flat price of Rs 99. The offer includes cold coffees, iced lattes, flavoured brews and its signature Shrappe range.

The anniversary comes as NBC reports a significant increase in revenue. Its revenue rose from Rs 59 crore in FY2024-25 to Rs 90 crore in FY2025-26, representing approximately 52 percent year-on-year growth. The company has also reported a 27 percent increase in its outlet count.

Akshay Kedia, Co-founder, Nothing Before Coffee, said, “Nine years of Nothing Before Coffee is a journey we have built together with our consumers. Our growth is a testament to the resonance of the brand and our focus on scalable, unit-economics-driven expansion across Bharat. For Gen Z in Tier-II and Tier-III towns, coffee is no longer just a functional beverage; it is increasingly an accessible lifestyle choice and a means of selfexpression. Nine years later, as we serve consumers across 45+ cities, the '9 to 99' offer is our way of taking that idea full circle, making our menu accessible at ₹99 to every community that has been part of this journey. From starting out in Jaipur to growing across markets, our focus has always remained on creating an accessible and relevant café experience for today’s India. As we enter our tenth year, we will continue to invest in our products, people and presence, while building NBC into a preferred social and café destination for the next generation of Indian consumers.”

Cold and blended beverages remain a key part of NBC’s product mix, with cold coffees, iced lattes, Shrappe and flavoured brews identified as major volume drivers. The Shrappe, the company’s signature thick frappe format, is positioned as a core product within its beverage portfolio.

NBC’s expansion comes as coffee consumption continues to develop outside India’s major metros. The company has identified cities including Jaipur, Indore, Lucknow, Varanasi, Surat and Ahmedabad as important markets, while also reporting growing demand from Tier-III locations.

The wider cold coffee segment is also expanding. India’s cold brew and iced coffee market is expected to increase from USD 67 million to USD 332 million by 2034, representing an 18.89 percent CAGR.

NBC’s expansion highlights the increasing focus on regional markets, where operators are using accessible pricing, compact formats and beverage-led menus to build café networks. The company plans to continue expanding its footprint while focusing on unit economics, product development and its presence across smaller cities.