Co-founder Akshay Kedia talks to BW Retail World on NBC’s rapid rise, tier-II focus, and plans to expand from 85 to 450 outlets by 2028
Your brand has grown rapidly from a single café to one of India’s fastest-emerging coffee chains. Looking back, what has been the most defining milestone in your journey?
We’ve taken different routes at different times. Initially, the idea was to create a QSR-style model where quality coffee was accessible daily. During Covid, we turned to franchising, which helped us expand despite industry struggles. In April 2025, we raised USD 2.3 million from Soil and Marshall-backed ventures, fuelling growth. We grew from 56 stores in FY 2023-24 to 85 in FY 2024-25, shifting from franchise to company-owned outlets. By FY 2025-26, we plan to reach 140 stores, and by 2027-28, around 450.
India’s coffee market is crowded, with global and homegrown players. What makes NBC stand apart from brands like Starbucks or Third Wave?
Our focus is on quality, consistency, and affordability—especially in tier-II and tier-III cities. Customers here value the product and experience more than branding. Many big brands have struggled in these markets, but NBC thrives because we listen to local demand, whether it’s matcha, bubble tea, or European-style desserts. We innovate around customer preferences without unnecessary drama or inflated pricing.
Can you share revenue or performance numbers that reflect this growth?
Our store network is growing steadily at 20 per cent year-on-year. Our mobile app now has 2.3 lakh registered customers, who transact regularly and use loyalty rewards. The app enables pre-ordering and seamless in-store transactions, enhancing customer convenience and stickiness.
What role do customer acquisition, menu innovation, and technology play in your strategy?
Social media collaborations, Swiggy and Zomato offers, and community events have been powerful in attracting new customers. Our app’s ease of use drives loyalty and repeat purchases. We also launch new products every six weeks—like matcha, bubble teas, desserts, and thin-crust pizzas. Above all, we never compromise on quality, which defines customer experience and retention.
And what about your expansion roadmap? Any international ambitions?
For now, our focus is on company-owned outlets in India. By FY 2025-26, we’ll reach 140 stores, and by FY 2027-28, 450. Coffee consumption frequency in India has grown from weekly to daily, and we want to capture this shift. Consistency, quality, and customer experience will determine survival in this competitive space.
NBC has a growing line of merchandise. How do you see this supporting the brand?
Merchandise works only when customers already trust the brand. NBC has a loyal base that values both our coffee and our merchandise. Our products are priced affordably, reflecting our philosophy of quality at value. Merchandise, for us, is an extension of customer trust rather than a standalone marketing tool.
