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Nothing Before Coffee ramps up value-focused competition in India

The Jaipur-based coffee chain believes it can become a 'household name' in India by tapping into growing demand for value-focused coffee experiences 

Nothing Before Coffee prices an espresso at INR 98 ($1.18) and a latte at INR 126 ($1.52) | Photo credit: Nothing Before Coffee


Nothing Before Coffee (NBC) has reached 50 stores across India with an outlet in New Delhi and is planning further expansion in India’s tier 1 and 2 cities this year. 

Launched in 2017, the value-focused coffee chain opened 25 net new stores in its 2023-24 financial year and entered eight new cities. NBC said its partnership with franchise consultancy Building Brands for Tomorrow (BBFT) will accelerate outlet growth across the next 12 months. 

“Our vision is to become the household name for coffee and beverage cafés in tier 1 and 2 cities of India and beyond, offering a convenient and delicious coffee experience. We believe in the power of coffee to bring people together, and we’re excited to share that with our customers,” said Akshay Kedia, Founder & Chief Marketing Officer, NBC. 


Read related content: All rise for India’s fast-growing coffee industry 

BBFT Founder Rohit Singh said there is significant demand for reasonably priced coffee across India, with very few brands catering to the value-focused segment on a nationwide scale.  

With many international branded coffee chains pricing beverages on par with the US and Europe, out-of-home coffee remains unaffordable for many Indian consumers. However, value-focused operators like NBC and abCoffee are seeking to broaden the appeal of premium espresso-based beverages with a significantly lower price point achieved through streamlined business models, local coffee sourcing and small-format stores.  

NBC and abCoffee charge INR 126 ($1.52) and INR 101 ($1.22) respectively for a standard latte – significantly cheaper than Starbucks’ INR 288 ($3.47) and Costa Coffee’s INR 230 ($2.77) for a comparible beverage. 

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