Scripting A New Era Of Coffee In India

From a bootstrapped startup to international expansion, NOTHING BEFORE COFFEE is brewing its way to the top by challenging the giants of the coffee industry with innovation, personalisation, and sustainability

- Resham Suhail

BORN out of the vision of four school friends to offer high-quality and affordable coffee experience, Nothing Before Coffee (NBC) identified a gap in the market in Jaipur for a mass-premium brand that combined quick service with authentic brewed coffee. Today, NBC boasts over 65 outlets across India, supported by a successful franchise model and even making international inroads with its first store opening in Portugal. NBC’s Co-founder Anand Jain believes that urbanisation and lifestyle changes have transformed coffee shops into trendy spaces for work and socialisation. “As global exposure increases, so does the interest in diverse coffee experiences. Additionally, coffee is perceived as a healthier alternative to sugary drinks, while social media has played a crucial role in elevating the beverage’s status,” he adds.

Adapting to a Dynamic Market

NBC capitalised on trends such as premiumisation and handcrafted coffee options which has aided it to challenge heavyweights such as Cafe Coffee Day and Barista. NBC differentiates itself with unique coffee experiences that appeal to the younger, trend-conscious consumer. Through its modern cafe designs and a strong social media strategy, NBC has a built a personal connection with its customers. NBC’s growth has been driven by more than just a trendy cafe design. Jain emphasises that the success lies in maintaining a strong and innovative product offering as well as maintaining strong relationship with both customers and franchise partners. It plans to open 80 more stores by 2025. On the international front, it plans to open 100 outlets across Europe.