Jaipur-born café chain Nothing Before Coffee marks its ninth anniversary with a pan-India Rs 99 beverage offer as it expands across 45+ cities and targets more than 170 outlets by FY27
Homegrown quick-service restaurant (QSR) coffee chain Nothing Before Coffee (NBC) is marking its ninth anniversary with a two-day nationwide consumer offer, as the brand scales its presence beyond metros and sets its sights on 170+ outlets across India by FY27.
Under its anniversary campaign, ‘9 to 99’, beverages at participating NBC outlets will be available at a flat Rs 99 on 30 and 31 August. The offer will cover the brand’s beverage menu, including its signature Shrappe, cold coffees, iced lattes and flavoured brews.
Founded in Jaipur in 2017, NBC has expanded to 45+ cities across 12 states as of June 2026, building its presence across metro, Tier-II and Tier-III markets. The brand attributes its expansion to a youth-focused proposition centred on accessible pricing, innovative beverages and vibrant café spaces.
The company’s expansion has been accompanied by strong financial growth. NBC’s revenue increased from Rs 59 crore in FY25 to Rs 90 crore in FY26, representing approximately 52% year-on-year growth. Its outlet count also rose 27%, reflecting its continued push into high-potential Tier-II and Tier-III markets.
Targeting India’s Next Wave Of Café Consumers
NBC plans to cross 170 outlets by the end of FY27, with its expansion strategy focused on regional growth centres, high streets and college clusters. The brand sees these locations as key markets as café consumption becomes increasingly integrated into the everyday lifestyles of younger consumers.
The company already has a presence in markets including Jaipur, Indore, Lucknow, Varanasi, Surat and Ahmedabad, while also reporting growing demand from Tier-III locations. According to NBC, consumers in these markets are increasingly seeking café experiences that combine premium ambience with accessible pricing.
Akshay Kedia, Co-founder, Nothing Before Coffee, said: “Nine years of Nothing Before Coffee is a journey we have built together with our consumers. Our growth is a testament to the resonance of the brand and our focus on scalable, unit-economics-driven expansion across Bharat.”
Kedia added that coffee is increasingly becoming an accessible lifestyle choice and a form of self-expression for Gen Z consumers in Tier-II and Tier-III towns. As NBC enters its tenth year, the company plans to continue investing in its products, people and footprint while building the brand as a social and café destination for younger Indian consumers.
Cold Beverages Drive Consumption
Cold coffees, iced lattes, Shrappe and flavoured brews have emerged as key volume drivers for NBC, with the brand highlighting changing consumption patterns among younger consumers who increasingly view iced beverages as an all-day offering.
The company’s signature Shrappe, described as a thick frappe innovation, forms a central part of its product identity. NBC also identifies its broader cold coffee portfolio as a primary driver of footfall and frequency across its outlets.
The brand cited estimates that India’s cold brew and iced coffee market could expand from USD 67 million to USD 332 million by 2034, representing an 18.89% CAGR. NBC believes its focus on cold, iced and blended formats positions it to benefit from this projected growth.
As it enters its tenth year, NBC said it will continue to focus on expanding its footprint while retaining its core proposition of accessible beverages, India-centric product innovation and café experiences designed for young consumers.
