Having nearly doubled its India footprint over the last 12 months to reach 75 stores across 30 cities, Jaipur-based Nothing Before Coffee has now set its sights on international growth.
World Coffee Portal speaks to two of the brand’s co-founders, Akshay Kedia and Anand Jain, about balancing affordability with a premium experience, launching in Europe and why the time is right to seek external investment.
A Nothing Before Coffee store in Ajmer, Rajasthan, India | Photo credit: Nothing Before Coffee
Founded in 2017 by school friends Akshay Kedia, Anand Jain, Ankesh Jain and Shubham Bhandari, Nothing Before Coffee (NBC) is now raising investment to scale its 75-store presence in India and begin the next chapter of its international journey, which began with an outlet in Portugal in April 2024.
The value-focused coffee chain sources coffee from Chikmagalur and Coorg in India’s southern Karnataka state and roasts in-house to supply its growing store portfolio and direct-to-consumer channel. Today, Indian-grown coffee also supplies NBC’s recently opened store in Porto, Portugal, and will travel even further to planned sites in Spain, the UAE and Indonesia.
NBC recently celebrated its seven-year anniversary, tell us about your journey so far.
Akshay Kedia (AK): The journey from four school friends to founders of a growing brand like NBC has been nothing short of incredible. Our seventh-anniversary celebration was truly special, filled with love and joy from our customers. To show our gratitude, we rolled out a special offer – any beverage for ₹99 ($1.18) – and we saw a record-breaking 36,000 transactions during the anniversary weekend on 31 August–1 September 2024, which was four times our usual Saturday and Sunday volumes.
Additionally, our app crossed 100,000 downloads and we were ranked among the top five food & beverage apps on iOS and top 15 on Android in India. These milestones demonstrate the strong connection we’ve built with our audience.
Of course, challenges were part of the journey too. Expanding to over 70 outlets across India and internationally comes with the need to maintain consistent quality and customer experience, which has required constant innovation and rigorous operational standards. However, these challenges have only strengthened our commitment to delivering exceptional coffee experiences.
How has the Indian branded coffee shop market developed over the last seven years and how is NBC responding to these dynamics?
Anand Jain (AJ): Coffee has become an integral part of people’s daily routines in India, whether it’s solo coffee dates, work meetings, or the increasing trend of working from cafés. What was once predominantly a Tier 1 city phenomenon has now expanded to Tier 2 and 3 cities, where coffee is seen as a lifestyle statement and an aspirational product.
At NBC, we’ve aligned ourselves with these changes. We’ve made it a priority to expand into all the major cities while ensuring that we provide high-quality coffee at the right price. The key is to stay connected with our core customers – primarily urban consumers aged 18-35 – by maintaining consistency in both quality and experience.
We position NBC as a mass-premium brand, offering high-quality products at accessible prices, which allows us to appeal to both young professionals and older coffee lovers alike.
Left to right: NBC co-founders Ashkay Kedia, Ankesh Jain, Anand Jain and Shubham Bhandari | Photo credit: Nothing Before Coffee
Are Indian consumers becoming more receptive to premium coffee?
AJ: The future of India’s branded coffee shop market is a mix of both value-focused and premium experiences. We see a diverse range of consumers – some prioritise affordability and value, while others are increasingly willing to spend more for a premium coffee experience. This shift is driven by a growing appreciation for specialty coffee and unique offerings, especially in urban areas where consumers are more discerning and seek out quality.
At the same time, there’s still a strong demand for value-driven options, particularly in smaller cities. The key for brands is to strike a balance, catering to both segments without compromising on quality.
Why is now the right time for NBC to seek external investment for the first time?
AK: We’ve mapped out a clear expansion plan with an aim to open 100 new outlets by 2025 and external investment will play a crucial role in achieving that growth. After successfully establishing our brand across India, the timing is ideal to scale further and enter new markets. We’re confident in our model, our products and the demand for premium yet affordable coffee experiences, making this the right moment to bring in investors to fuel our next phase of growth.
“We see Europe as a key region in our global expansion”
What attracted you to the Portuguese market?
AK: Portugal was an exciting choice for our first international outlet due to its vibrant coffee culture and the country’s growing appreciation for unique coffee experiences. We saw a great opportunity to introduce our signature beverages to a market that values both tradition and innovation in coffee.
Over the past five months, the store has exceeded our expectations. We’ve seen strong customer engagement, and our products have been well received. The positive response has reinforced our belief that our blend of quality, affordability, and innovation resonates across different markets, and it has given us confidence as we continue expanding globally.
Can you tell us more about your plans for Europe?
Our launch in Porto, Portugal, has given us valuable insights into the European market and the response has been very encouraging. Europe has a rich coffee culture and an appreciation for high-quality, crafted coffee experiences, which aligns perfectly with what NBC offers. We see Europe as a key region in our global expansion, and our plan to open 150 outlets will allow us to establish a strong presence. Alongside Europe, we’re also expanding into markets like the UAE and Indonesia, where we see similar opportunities to introduce our unique offerings and build a strong customer base.
NBC is one of the few Indian coffee chains to expand internationally. Do you expect more to follow in your footsteps?
AJ: Expanding internationally can be challenging for Indian brands due to differences in market preferences, operational complexities, and the level of investment required. Many focus on solidifying their presence in the domestic market before looking abroad. However, with Indian consumers’ increasing exposure to global trends, there’s a growing confidence in Indian brands to succeed overseas.
I do believe more Indian brands will venture abroad in the coming years. As the quality of Indian offerings improves and more brands embrace innovation, we’ll see a stronger push towards international expansion, much like what we’re doing at NBC.
This article was first published in Issue 22 of 5THWAVE magazine.
source: http://www.worldcoffeeportal.com / World Coffee Portal / Home> India> News / November 29th, 2024
