Nothing Before Coffee aims for 400 stores by 2029, focuses on national expansion and strong unit economics
Nothing Before Coffee aims for 400 stores by 2029, focuses on national expansion and strong unit economics
Nothing Before Coffee plans to expand to 400 stores by 2029. The Jaipur-based chain is shifting to company-owned outlets for better operational control. NBC targets aspirational India, offering accessible pricing and community hubs. The brand is already EBITDA positive at the store level. Expansion is backed by careful capital allocation and a strong beverage-led portfolio.
Nothing Before Coffee (NBC), the Jaipur-based quick-service coffee chain , is now eyeing a 400-store footprint by 2029, backed by credible capital and strong growth indicators. The brand is now sharpening its focus on company-owned, company-operated (COCO) outlets and disciplined unit economics, Akshay Kedia , co-founder, Nothing Before Coffee , told ETRetail.
The brand, founded in 2017 by Ankesh Jain, Anand Jain, , and Shubham Bhandari, has built significant traction in India’s youth-driven café segment with its accessible pricing, vibrant community-centric stores, and a sizeable presence outside the top metros.
The brand, which raised $2.3 million in a pre-Series A round in 2025 from Prath Ventures and SYL Investments, has already scaled past the 100-store mark and is preparing for its next phase of accelerated growth.
“Post 100 stores, we are completely moving towards a COCO model,” Akshay Kedia, co-founder, NBC, told ETRetail. “For us, control over operations, supply chain, and customer experience is non-negotiable if we want to build a 400-store brand the right way.”
The brand is currently present across multiple Tier-II and Tier-III cities. With 100+ outlets across 39+ cities in 12 states, NBC has built one of the most extensive youth-focused coffee networks beyond metro India. ”
“All our stores are EBITDA positive. Mature stores, typically those that are over two years old, deliver around 28 per cent EBITDA margins, and we operate at roughly 65 per cent gross margins at the store level,” he further added..
NBC’s expansion blueprint is backed by careful capital allocation. With an average store size of around 700 sq. ft., capex per outlet ranges between Rs 45–50 lakh.
“Operational break-even happens within three to four months, whereas Capex break-even typically comes in 20 to 24 months. That gives us the confidence to scale without stressing the balance sheet,” he stated.”
The brand currently derives nearly 80 per cent of its revenue from beverages and 20 per cent from food and bakery. . ”
“Coffee is our hero, but the experience drives frequency. We’ve built a strong beverage-led portfolio, and that’s what keeps customers coming back,” he explained. . ”
Digital engagement is playing a critical role in driving repeat business. NBC has over 2.7 lakh app members on its loyalty platform. . ”
“Close to 50 per cent of our repeat orders are driven through the mobile application. We are investing heavily in building digital loyalty because that’s where long-term retention lies,” he said. . ”
