India’s rapidly expanding QSR coffee chain, Nothing Before Coffee (NBC), has announced a strong year of growth, marked by a 52% rise in its outlet count and a 70% jump in company-level revenues. The brand says its focus on accessible pricing, youth appeal and disciplined unit economics has helped it deepen its presence across metros as well as Tier-II and Tier-III cities.
Founded in 2017, NBC now operates over 100 outlets across 39 cities in 11 states. It aims to scale this to more than 150 outlets by FY2026.
Push into Gujarat and Punjab
NBC has expanded its footprint in the western state of Gujarat with the launch of its fourth outlet in Surat, second in Vadodara and third in Ahmedabad. At the same time, it has entered Zirakpur in Punjab, a high-growth satellite city near Chandigarh, underscoring a broader push across the northern region. The company says these additions reflect its strategy of consolidating in high-performing markets while exploring new locations with strong consumption potential.
Co-founder Akshay Kedia said the company’s growth figures were “a powerful testament” to the brand’s resonance. “We are strengthening our presence in high-performing states like Gujarat while entering new, high-potential markets like Zirakpur. This dual approach is central to our vision of making NBC a national household name,” he said.
Youth-Focused Café Culture
NBC’s rise has been driven by its signature “Shrappe” beverages, youth-friendly menu and vibrant café spaces designed to encourage community engagement. The chain positions itself as an affordable alternative to premium coffee brands, a strategy that has helped it build loyalty among young consumers.
Cities such as Indore, Jaipur and Lucknow remain key growth engines, and the company says its network-expansion model is now creating stronger connectivity across North and West India as it prepares for its next phase of hyper-growth.
