Nothing Before Coffee: 10 Key Things You Must Know
Overview
Nothing Before Coffee (NBC) is a rapidly growing Quick Service Restaurant (QSR) coffee chain based in Jaipur, India. Established in 2017, the brand was founded by four childhood friends: Anand Jain, Akshay Kedia, Shubham Bhandari, and Ankesh Jain. NBC aims to bring affordable, high-quality coffee to consumers, countering the premium pricing often associated with international coffee chains. With a unique blend of Indian coffee culture and inventive beverages like the "Shrappe," NBC has carved a niche for itself in the Indian and global markets. Here are some intriguing aspects of its journey and ambitions.
1. Founding Vision
In 2017, NBC was founded by four school friends who shared a profound love for coffee. Their vision was simple yet powerful: to offer high-quality, freshly brewed coffee at affordable prices. This approach was aimed at challenging the dominance of expensive global coffee chains in India, making coffee culture more inclusive and locally accessible.
2. Signature Offering: Shrappe
NBC's signature beverage, the "Shrappe," is a unique concoction that blends traditional frappe with creative Indian twists. This drink has been an instant hit and remains a popular choice among NBC's customers. It represents the brand's emphasis on innovation and its commitment to offering diverse flavors to cater to Indian tastes.
3. Rapid Expansion Plan
In recent years, NBC has seen explosive growth. By the end of 2025, the company plans to operate over 150 outlets across India, with a focus on Tier-II and Tier-III cities that are often overlooked by premium coffee players. This expansion strategy underscores NBC's intent to make quality coffee more accessible across different regions.
4. Global Ambitions
In a bold move, NBC is set to open 400 new outlets worldwide within three years, including 150 locations across Europe. Their first international foray was into Portugal in 2024, marking the brand's ambition to bring Indian-origin coffee experiences to the global stage.
5. Franchise Opportunities
NBC offers lucrative franchise opportunities with significant support in training, operations, and marketing from the company. By 2023, the franchise model had proved successful, allowing NBC to scale its operations rapidly across India and even abroad.
6. Customer-Centric Approach
The company's success is attributed to its customer-first approach, focusing on creating community spaces where people can gather and enjoy beverages in a vibrant atmosphere. Such strategies have helped NBC foster a loyal customer base and sustain high customer satisfaction levels.
7. Innovation in Product Offering
Beyond the Shrappe, NBC offers over 100 varieties of beverages, including espressos, iced coffees, and seasonal specialties. The brand continuously evolves its menu based on direct customer feedback and market trends, ensuring its offerings remain fresh and relevant.
8. Funding and Financial Growth
In April 2025, NBC secured a $2.3 million pre-Series A funding round led by Prath Ventures and several other investors. The funding is intended to assist expansion efforts and innovation in store formats and technology enhancements.
9. Impact on Indian Coffee Culture
NBC has played a pivotal role in popularizing coffee culture in India, especially in Tier-II and Tier-III cities, which are traditionally tea-drinking regions. Its focus on affordability and quality has democratized coffee drinking in areas previously underserved by premium brands.
10. Future Prospects and Challenges
Looking ahead, NBC aims to maintain its growth trajectory while staying true to its core principles of quality, affordability, and community building. The brand faces challenges, such as maintaining consistent quality across rapidly expanding outlets and differentiating itself in a competitive global market.
Conclusion
Nothing Before Coffee exemplifies how a local startup can challenge industry giants by focusing on quality, affordability, and innovation. Its story is one of friendship and entrepreneurial spirit, with its rapid expansion reflecting strong consumer demand and strategic vision. As NBC continues to grow, it remains committed to enriching the global coffee culture and meeting the evolving preferences of consumers.