Story Behind Nothing Before Coffee
A Friendship Fueled by Coffee
Nothing Before Coffee (NBC) was founded by four school friends Anand Jain, Ankesh Jain, Akshay Kedia, and Shubham Jain. It is so much more than an account of friendships that date back to school; it is an endless love affair with a substance called coffee. Having graduated in 2010, they went on to pursue their respective careers but always kept their collective passion alive.
This passion, in 2017, took the shape of a business idea: a real, affordable cup of coffee for the people of Jaipur. Recognising a gaping chasm in the market – the almost destined union of coffee culture with expensive global chains, the quartet envisions NBC to be a beacon of inclusivity and locally-priced coffee hub.
NBC Birth and Initial Objectives:
The first NBC café in Jaipur embodied a shared dream that was simple but powerful: quality freshly brewed coffee, without the high premium tied to international brands, which was dear to both locals and tourists.
The founders wanted to create a space which appealed not just to the young, urban crowd but attracted all age groups and offered an atmosphere in which one could relish perfectly brewed beverages
Their mission went beyond coffee-it was about brewing stories and memories and building relationships around the shared experience of drinking excellent coffee. NBC has a unique offering such as their Shrappe that helped them stand out early on
Rapid Growth and Strategic Expansion
The initial years from the launch of the flagship café were into rapid growth. Attention to details of product quality and customer experience became an excellent popularity wave. In a very short period, NBC grew beyond Jaipur to reach major cities like Delhi, Pune, Bengaluru, and Hyderabad. Strategy involving high-footfall outlets helped in maximum visibility and accessibility
NBC scaled up to 75 outlets across India by 2024 in the states of Rajasthan, Maharashtra, Karnataka, and more. With such an expansion came the beginning of their next bold expansion phase: global growth
Innovation That Stood
NBC Apart One of the strong pillars of NBC’s success was innovation, not only in product offerings but also in understanding and catering to evolving preferences of Indian coffee drinkers.
Though the menu was more diversified with over 100 beverage options, the coffee remained at its heart. Shrappe-a unique twist on the frappe-was an immediate hit with customers, allowing NBC to find a niche none of the local coffee shops could penetrate
Additionally, NBC took a holistic view of customer feedback, which allowed them to evolve their product line continuously and always be in front of market trends.
Entering the Global Stage In May 2024, NBC marked another significant milestone in its journey by opening the first international outlet in Portugal.
A major milestone for the brand NBC now set its sights on bringing Indian-origin coffee experiences to the global stage. The European expansion wasn’t just a business move but a testament to the scalability of NBC’s unique blend of high-quality, affordable coffee
The plan was a part of an aggressive plan to open 400 new stores within three years, including 150 shops in European cities. The strategic focus on the European markets demonstrated that NBC was ready to replicate the success elsewhere in the world
Maintaining Brand Identity
While Growing Rapidly A challenge of rapid growth is losing the core values and the brand identity. In the case of NBC, it was making sure that all their outlets, whether in India or abroad, follow the same founding principles of quality, affordability, and community.
In the words of co-founder Akshay Kedia, the soul of NBC lies in giving an experience that brings people together and enables connections, something they plan to hold while scaling.
Milestones and Achievements
NBC’s journey is marked with notable achievements that indicate its growth coupled with its commitment to the mission.
Celebrating its seventh anniversary in 2024, the brand opened new outlets in prominent locations, such as the Delhi-Mumbai Expressway and cities like Ghaziabad and Pune. These openings were a part of a larger strategy to deepen their presence in high-traffic areas
It was also particularly significant in setting its ambition to achieve ₹100 crore revenue run rate by FY25. The fiscal goal very transparently depicts the brand’s faith in its growth curve and competes, not only with local brands but coffee majors in international terrains too
Beyond coffee, it’s what makes it stand out-not just the menu or pricing but the experience. The founders were conceiving their outlets to be more than places to get coffee.
Locations for NBC are designed as spaces of community where people can sit, meet, and make memories. In a way that appeals to customers’ hearts, this has helped in building customer loyalty that is crucial to the brand’s success.
Future Prospects
Looking ahead, NBC is ready to roll on the same growth trajectory. The company’s focus would continue to be on growth balanced with brand values it’s known for: affordability, quality, and community
Their international strategy will encompass flagship stores in key cities around the world, partnerships to add knowledge in local markets, and product lines tailored to globally accepted tastes and locally rewarding authenticity.
Nothing Before Coffee’s story is a tale of vision, friendship, and bold ambition. The brand that started from a humble café in Jaipur has come to be an international coffee chain by staying true to its roots while embracing innovation and growth. NBC’s journey is the inspiring example of how passion and strategic thinking can help transform a local idea into a global movement.
