Ankesh Jain (Nothing Before Coffee): 10 Key Things You Must Know

Overview

Ankesh Jain is a renowned entrepreneur and co-founder of "Nothing Before Coffee" (NBC), a burgeoning coffeehouse chain that has become a notable name in India's coffee industry. Established in 2017 in Jaipur, the brand was founded by Ankesh Jain along with Anand Jain, Akshay Kedia, and Shubham Bhandari. They have successfully leveraged the growing coffee culture in India and expanded NBC into a charming and recognizable coffee brand. The readers are about to delve into the interesting aspects of how NBC has expanded its reach and continues to grow in a competitive industry.

1. The Genesis of Nothing Before Coffee

Ankesh Jain, along with his partners, founded NBC in 2017 with a clear vision to revolutionize the coffee experience in India. The brand was created to fill the market gap for quality coffee that was affordable and accessible in numerous regions, particularly Tier-II and III cities. Their mission was simple yet profound: to offer freshly brewed coffee with a captivating aroma that could reach every neighborhood, creating spaces that were inclusive and appealing to various consumer segments.

2. Franchise Expansion and Strategy

Nothing Before Coffee has pursued rapid expansion through its franchise model. As of 2025, NBC boasts over 85 outlets across India with ambitions to expand globally. The brand offers franchisees a comprehensive business model that includes operational support, marketing strategies, and staff training. The cost of setting up a franchise is reputed to be around INR 30 to 35 lakh, reflecting its accessible and sustainable franchise opportunity.

3. Ankesh Jain's Business Philosophy

Ankesh Jain emphasizes a business philosophy centered around quality, innovation, and customer satisfaction. Jain believes in creating vibrant, community-centric spaces where people can enjoy a premium coffee experience at reasonable prices. His leadership at NBC is driven by these principles, ensuring that every cup served lives up to the brand's high standards.

4. Nothing Before Coffee Menu

The menu at Nothing Before Coffee is a testament to creativity and variety. It includes more than 100 beverage options ranging from espresso classics to signature drinks like the 'Shrappe'—a popular blend that combines a frappe with a shake. In addition, the menu offers an array of other drinks, including iced coffees, mocktails, and hot chocolate, catering to diverse tastes and preferences.

5. Economic Resilience and Funding

In a significant testament to its financial growth and investor confidence, NBC secured $2.3 million in pre-Series A funding in 2025, led by Prath Ventures. This funding supports its expansion aims, including plans to open over 150 new stores by 2026 and strengthen its digital platforms, supply chain, and talent acquisition strategies.

6. Impact and Vision for the Future

Under Jain's leadership, NBC has focused not only on urban centers but also penetrated smaller towns, providing quality coffee options previously unavailable outside major cities. Their strategic focus on underserved markets has fostered a robust consumer base that appreciates both the accessibility and quality of NBC's offerings.

7. Anand Jain's Role in NBC

Anand Jain, co-founder, plays a pivotal role in shaping the brand's strategic direction alongside Ankesh. His collaborative efforts have been central to managing operations and scaling the business efficiently across new markets, including potential international expansions.

8. Nothing Before Coffee First Outlet

NBC's first outlet opened in Jaipur, laying the foundation for the brand's unique value proposition—providing classic coffee experiences with a twist. This flagship location has been central to developing the brand and driving its initial growth, serving as a prototype for subsequent outlets.

9. Nothing Before Coffee in the Digital Space

NBC has embraced digital transformation, establishing itself online through robust digital marketing and the use of food delivery platforms like Swiggy and Zomato. Approximately 12-13% of its revenues are generated from these platforms, affirming its digital strategy's importance in enhancing customer accessibility and experience.

10. Steady Growth and Expansion in Europe

In April 2024, NBC marked a major milestone by opening its first international outlet in Portugal. This debut symbolizes its vision to scale up to 400 stores worldwide, with a significant focus on European markets, demonstrating NBC's sturdy growth path and potential for broader international influence.

Conclusion

Ankesh Jain's endeavor 'Nothing Before Coffee' reflects a unique synthesis of strategic market placement and passionate commitment to quality. As the brand moves forward, its emphasis on community engagement and customer satisfaction continues to be its guiding light. With plans to expand further domestically and globally, NBC is poised to grow into an even larger force within the coffee industry, further bridging the divide between premium coffee experiences and everyday accessibility.