Nothing Before Coffee reported a 53 per cent rise in FY26 revenue to Rs 90 crore and plans to expand to over 170 outlets by FY27, driven by strong demand in Tier II and Tier III cities
Jaipur-based quick-service restaurant (QSR) coffee chain Nothing Before Coffee (NBC) has reported a 1.5-fold increase in revenue for FY26, reflecting the growing appetite for organised café experiences beyond India’s metropolitan markets. The company posted revenue of Rs 90 crore in FY26, up from Rs 59 crore in the previous financial year, representing a compound annual growth rate (CAGR) of 52.5 per cent.
The company attributed its growth to increasing demand among Gen Z consumers in Tier II and Tier III cities, where premium yet affordable café experiences are gaining traction.
Expansion Across Bharat
NBC expanded its network from 86 outlets in FY25 to 109 outlets in FY26, while extending its presence to 45 cities across 12 states by June 2026. The company now plans to scale its footprint to more than 170 outlets across India by the end of FY27, continuing its strategy of targeting underserved regional markets.
The brand has established a strong presence in cities including Jaipur, Indore, Lucknow, Varanasi, Surat and Ahmedabad, while also expanding into smaller Tier III markets and college hubs, where consumers are increasingly willing to spend between Rs 150 and Rs 300 for a premium café beverage and experience.
Targeting Gen Z Consumers
The company said changing consumer preferences have fuelled demand for iced beverages and speciality coffee drinks. Products such as cold coffees, iced lattes, flavoured brews and the brand’s signature ‘Shrappe’ have emerged as key growth drivers, particularly among younger consumers seeking café spaces as social destinations rather than simply beverage outlets.
Commenting on the company’s performance, Ankesh Jain, Co-founder of Nothing Before Coffee, said the growth reflects the brand’s focus on disciplined expansion and strong unit economics.
“Our robust growth is a powerful testament to our brand’s resonance and sharp focus on scalable, unit-economics-driven expansion across Bharat. For Gen Z in Tier II and Tier III towns, coffee is no longer just a functional beverage; it is an accessible lifestyle choice and a statement of identity,” Jain said.
Subscription Model To Drive Repeat Visits
To strengthen customer loyalty and encourage repeat purchases, NBC has introduced its Super Coffee Pass, priced at Rs 1,799. The subscription allows customers to purchase 30 coffees over 30 days, effectively reducing the cost per beverage to around Rs 60.
According to the company, the initiative is designed to make premium coffee more accessible while ensuring consistent customer footfall across its cafés.
Riding India’s Café Boom
Founded in 2017 in Jaipur, Nothing Before Coffee has positioned itself as a value-driven premium café brand focused on India’s fast-growing non-metro markets. As organised café culture expands beyond major cities, the company is betting on affordable pricing, community-focused café spaces and disciplined store economics to sustain its next phase of growth.
