Nothing Before Coffee reports 52.5% revenue growth amidst Gen Z demand boom
The group is targeting Gen Z consumers in smaller cities that view coffee as a lifestyle choice.
Jaipur-based café chain Nothing Before Coffee (NBC) reported revenue of $9.46m (INR900m) in fiscal year 2025 to 2026, up from $6.20m (INR590m) the previous year, a compound annual growth rate of 52.5%.
The company said its outlet count grew from 86 in FY2024 to FY2025 to 109 in FY2025 and FY2026, a 26.74% increase. As of June 2026, NBC operates in 45 cities across 12 states and plans to expand to more than 170 outlets nationwide by the end of 2027.
The chain has focused on Tier 2 and Tier 3 cities, including Jaipur, Indore, Lucknow, Varanasi, Surat and Ahmedabad. The company said consumers in these markets are willing to pay between $1.58 and $3.15 per beverage.
NBC's menu includes cold coffees, iced lattes and flavoured brews, along with a product it calls Shrappe.
The company also launched a subscription program called the Super Coffee Pass, which provides 30 coffees over 30 days.
Ankesh Jain, co-founder of Nothing Before Coffee, said the company's growth reflects demand amongst Gen Z consumers in smaller cities who view coffee as a lifestyle choice rather than a purely functional purchase.
