Nothing Before Coffee turns 9 with pan-India ‘9 to 99’

QSR coffee chain, Nothing Before Coffee (NBC), is marking a milestone this year as it completes nine years of brewing its journey from Jaipur to becoming a growing coffee brand across Bharat. To mark the occasion, Nothing Before Coffee, today announced its ninth anniversary celebrations with the launch of ‘9 to 99’, a two-day nationwide consumer offer under which beverages will be available at Rs 99 across participating NBC outlets on August 30 and 31. Brewing its journey from Jaipur to becoming a growing coffee brand across Bharat.

The anniversary comes as the Jaipur-born brand scales its presence across Bharat, with 45+ cities across 12 states as of June 2026, and sets its sights on crossing 170 outlets pan-India in FY27.

Founded in Jaipur in 2017, NBC has built its growth around a youth-focused proposition that combines accessible pricing, innovative beverages and vibrant café spaces. Over the years, the brand has expanded across metro, Tier-II and Tier-III markets, taking its café experience to a wider and increasingly aspirational consumer base.


As NBC marks nine years, the brand is bringing together its journey with a consumer-first anniversary celebration. Under the ‘9 to 99’ offer, consumers across participating NBC outlets can enjoy the brand’s beverage menu at a flat Rs 99 for two days, including its signature Shrappe and cold coffees, iced lattes, flavoured brews and other beverages.

The anniversary also comes on the back of strong business growth. NBC’s revenue increased from Rs 59 crore in FY2024-25 to Rs 90 crore in FY2025-26, representing a growth of approximately 52% year-on-year. The brand has also recorded a 27% increase in outlet count, reflecting its continued expansion into high potential Tier-II and Tier-III markets.

With its live presence now spanning 45+ cities across 12 states, NBC is targeting 170+ outlets across India by the end of FY27. The expansion strategy is focused on regional growth centres, high streets and college clusters, where café consumption is increasingly becoming part of the everyday lifestyle of young consumers.

As café culture expands beyond India’s metros, NBC has built a strong presence among young consumers in markets such as Jaipur, Indore, Lucknow, Varanasi, Surat and Ahmedabad. The brand is also seeing increasing demand from Tier-III markets, where consumers 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. For Gen Z in Tier-II and Tier-III towns, coffee is no longer just a functional beverage; it is increasingly an accessible lifestyle choice and a means of self-expression. Nine years later, as we serve consumers across 45+ cities, the '9 to 99' offer is our way of taking that idea full circle, making our menu accessible at ₹99 to every community that has been part of this journey. From starting out in Jaipur to growing across markets, our focus has always remained on creating an accessible and relevant café experience for today’s India. As we enter our tenth year, we will continue to invest in our products, people and presence, while building NBC into a preferred social and café destination for the next generation of Indian consumers.”

Catering to a generation that views iced beverages as an all-day companion, NBC’s cold coffees, iced lattes, Shrappe and flavoured brews have emerged as key volume drivers. Central to NBC's product identity is the Shrappe, the brand's signature thick frappe innovation that has become a category in itself. Catering to a generation that treats iced beverages as an all-day companion, NBC's cold coffee portfolio has emerged as the primary driver of both footfall and frequency across its outlets.

India's cold brew and iced coffee market is expected to grow from USD 67 million to USD 332 million by 2034, an 18.89% CAGR that makes it the fastest-growing format in India's entire coffee landscape. NBC's early and deep commitment to cold, iced and blended formats positions the brand squarely within this structural tailwind.

As NBC enters its tenth year, the brand remains focused on scaling its footprint while retaining the core proposition that has driven its growth, accessible beverages, India-centric innovation and café experiences that resonate with young consumers.