Nothing Before Coffee Hits 100 Stores, Looks Towards Fast Growth All Over The Country

Vadodara, Gujarat – The Indian café chain Nothing Before Coffee (NBC) has reached a significant milestone, opening their 100th outlet in Vadodara, Gujarat. The growth marks a stunning transformation for the brand since its inception in Jaipur and places NBC firmly in the race in India’s rapidly evolving café industry. The new outlet also expands NBC’s footprint in Tier-II and Tier-III towns and strengthens its ambitions to compete with other established domestic and international brands.

From Jaipur Beginnings to 100 Outlets

Founded in 2017, Nothing Before Coffee was started in Jaipur by entrepreneurs Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari. What started as a lone store has transformed into a network of 100 outlets in 36 cities and 14 states, which now includes Rajasthan, Uttar Pradesh, Gujarat, Madhya Pradesh, and even as far south as Karnataka and north in Punjab.

This rapid expansion shows a balance of brand and tailored-to-India strategy, achieving a warm café environment, and a special menu of well-priced coffee. This goal provides a consistent experience for the customer, regardless of location from a busy metro to a smaller urban town. NBC has successfully built brand loyalty and has capitalized on the café culture in the growing cities in India.

Funding Boost to Accelerate Growth

NBC received a new Pre-Series A investment of $2.3 million, led by Prath Ventures with participation from SYL Investments. This new investment will help expand into new Tier-II and Tier-III cities, improve technological systems, and create flexible store formats that cater to customer preferences and real estate trends.

Co-founder Akshay Kedia shared the company’s growth plan. “We aim to open 80 more cafés by FY2026, balancing expansion between established metros and emerging markets. Nothing Before Coffee will be, in our view, the most loved homegrown café chain in India, which we will achieve by providing value, culturally relevant, and authentic café experiences. For us, the 100th store opening will be a joyful and reflective peak, and we measure our growth by how many neighborhoods we can deliver quality coffee to.”

Kedia explained the new funding will be directed towards technology, staff, and store designs that improve the customer and operational flow which aids in smart scaling. Learn more about technology adoption in modern business operations on BizRush.

Building a Coffee Culture Specifically for India

By introducing new methods of preparing beverages, NBC has been successful in establishing itself in India’s saturated café market. The creamy, spicy, and bold coffee drink “Shrappe” is now a household name. It is also accompanied by cold brews, thick milkshakes, and quick snacks for the younger population who are always in a rush.

With a premium café-style atmosphere, NBC stands out from other international chains by maintaining lower price points. Especially in Tier-II towns, young people looking for modernized café experiences at decent prices are gravitating towards NBC.

Centenary Celebration

As a part of the 100th outlet celebration, a Rs 100 birthday promotion is available at all locations. Through Instagram and the NBC App, the promotion is available, showcasing the chain’s digital-first approach.

Milestones give brands like NBC the opportunity to market their new store design and aesthetics. The modern metro and small town adaptable designs are currently in the welcoming stages at NBC, along with the flexible spaces that are welcomed by the town’s locals.

Expanding the Brand Footprint

NBC’s strategic focus is a mix of bold growth, innovative marketing, and product creativity all rolled into one. The company is now using tiered expansion models, making sure each new store is in line with demographic and locational trends.

Recent fund partners Prath Ventures and SYL Investments bring in both capital and strategic support, letting NBC pursue tech-enabled operations like mobile ordering, loyalty and rewards systems, and digital marketing campaigns. The chain is already using analytics to tailor products and improve customer retention.

The Competitive Landscape

Increasing disposable incomes, urbanization, and changing lifestyles are rapid growth drivers for Indian cafés and are also being embraced domestically. The market is home to global players like Starbucks, Costa Coffee, and Cafe Coffee Day, in addition to a growing roster of homegrown chains, enabling a competitive landscape.

Unlike NBC, hyper-local strategies are uncommon. Coupled with affordable prices, consistent quality, and strategic placement in emerging cities, NBC intends to gain market share where multinationals have yet to establish a prominent foothold. Analysts are suggesting that tier II and tier III cities are the most productive unexploited areas, and homegrown chains like NBC are in the lead to capitalise on this growth.

The Role of Technology in Business and Consumer Engagement

Technological innovations are pivotal to NBC’s growth strategy. The brand’s mobile app facilitates online purchases, manages loyalty programs, and sends personalized promotions which are beneficial for tech-savvy users. This adds value in the context of the Indian café industry, which strives to improve retention and efficiency through digitization.

With the next round of funding, NBC will also invest in upgrading the AI-powered POS, inventory management, and other AI analytics tools, which will help NBC stay nimble and competitive as the chain grows.

Forecasting Growth for 2026 and The Future

NBC plans to launch 80 new outlets by FY2026 focusing on Tier-II and Tier-III cities as well as expanding in the metro areas. The brand is also looking into new innovative store concepts such as express cafés, drive-throughs, and coworking café hybrids.

Kedia highlighted that growth is not just about numbers but also quality and experience: “Every outlet must deliver the best coffee experience and the inviting and cozy atmosphere we are renowned for, irrespective of the outlet’s location. Quality uncompromised is our mantra for growth.”

The chain is separately pursuing avenues for competitive collaboration, franchise operations, and private label merchandise to further solidify its market presence. Through physical and digital channels, NBC is aiming to shift perception from only being recognized as a café chain, to a lifestyle brand with national recognition.

Redefining a National Coffee Culture

NBC is not only a story of expansion, but a transformation of India’s café culture. Through the infusion of international coffee brewing techniques with local flavors, affordable pricing, and community-centric spaces, NBC has democratized access to premium café experiences for a wider population.

The chain’s success also highlights a growing trend among younger Indian consumers: the need for quality social spaces, quality beverages, and convenience. NBC’s blend of local adaptation with global standards sets the brand apart as a unique market player.

Conclusion

Nothing Before Coffee is a dominant player in India’s café market with 100 stores in 36 cities and a recent funding boost of $2.3 million. Driven by a deep understanding of the Indian market and a strong focus on loyal customer patterns and preferences, its affordable pricing, culture-tuned menu offerings, technological integration, and flexible store formats has helped Nothing Before Coffee set its target of opening 80 new outlets by FY2026.

The opening of the store in Vadodara marks a significant milestone and is a clear message that Nothing Before Coffee is set to compete with domestic and international coffee chains. If the stores continue to expand as planned, Nothing Before Coffee has the opportunity to become one of the most cherished and recognized homegrown café chains for blending quality, affordable pricing, and innovation.