Nothing Before Coffee is a company by Akshay Kedia. He talks about his journey.
What inspired you to found Nothing Before Coffee?
I was inspired to open “Nothing Before Coffee” (NBC) in 2017 to address a gap in the Jaipur market for a place that served authentic, brewed coffee at an affordable price. As Jaipur was rapidly urbanizing with a growing young millennial population, NBC team noticed the lack of a coffee spot that resonated with both younger and older generations. They aimed to create a quick-serving, easy-going coffee and beverage place that offered high-quality, authentic coffee experiences accessible to everyone. This vision led to the establishment of NBC, which quickly grew into a popular and expanding coffee chain with over 60+ outlets across India and one in Portugal, Europe.
How did you develop the company?
We developed “Nothing Before Coffee” (NBC) by focusing on creating a high-quality, affordable coffee experience that catered to both young and older demographics in Jaipur. Recognizing a gap in the market, Kedia positioned NBC as a mass-premium brand that provided quick service and authentic brewed coffee. The brand’s success was fuelled by a strategic expansion plan, rapidly growing to over 60 outlets across India, supported by a robust franchise model. NBC’s innovation in product offerings, such as unique Shrappe,which set the brand apart from competitors and helped build a loyal customer base. We also expanded NBC internationally, opening its first outlet in Portugal, marking the brand’s entry into the global coffee market
Did you face any challenges in starting out? How did you overcome them?
NBC faced the challenge of helping consumers understand the diverse world of coffee. With a market often unfamiliar with the subtleties of different coffee blends, mixes, and flavors, NBC focused on informing and engaging potential customers. The company provided detailed explanations of various blends, flavors, and brewing methods, allowing customers to make more informed choices. By encouraging customers to explore and experiment with different coffee types, NBC successfully aroused their interest and fostered a greater willingness to try new things. This approach not only enhanced customer engagement but also helped NBC build a deeper connection with its audience, leading to increased enthusiasm and loyalty toward the brand.
Top coffees in the collection? Why are they signature?
NBC’s top coffee offerings feature a range of signature drinks that highlight the brand’s innovation and unique approach. Among the standout selections are Creamy Shrappe, Caramel Shrappe, Hazelnut Shrappe, Lotus Biscoff Shrappe, alongside Iced Vanilla, and Iced Mocha. The “Shrappe” is particularly notable as NBC’s trademark product, blending elements of both a frappe and a shake to create a distinctive and refreshing beverage experience.
The best sellers?
NBC’s coffee and shake lineup features a diverse range of popular segments. The “Shrappe” line includes Creamy Shrappe, Caramel Shrappe, Hazelnut Shrappe, Lotus Biscoff Shrappe etc. Complementing these are other refreshing choices like Iced Vanilla, Iced Mocha, Nutella Shake, Brownie Shake, and Red Velvet Shake.
How do you pair food with coffee for the menu?
“Nothing Before Coffee” (NBC) carefully pairs its food offerings with coffee to enhance the overall customer experience. The menu is designed to complement the flavors and characteristics of their diverse range of beverages, ensuring that each pairing brings out the best in both the coffee and the food. NBC focuses on offering items that align with the preferences of their target audience, including both light snacks and more substantial combos that are popular among coffee drinkers.
For instance, our menu includes items like garlic bread, pizza, and desserts, which are commonly enjoyed with coffee. These items are selected to complement the rich, bold flavors of their brewed coffee, as well as their innovative beverages like the “Shrappe.” The goal is to create a harmonious balance between the food and the coffee, enhancing the taste experience for the customer.
Which are the new coffee trends global and in India?
Globally and in India, coffee is increasingly becoming the primary beverage of choice for many, overtaking traditional favorites like tea. This shift reflects a broader trend where coffee consumption is rising as people seek more variety and new experiences in their daily routines. Consumers are showing a growing interest in experimenting with diverse blends, mixes, and flavors, leading to a surge in innovative coffee offerings. This trend is driven by a desire for fresh, dynamic options that fit into fast-paced lifestyles. In India, coffee culture is evolving rapidly, with more people starting their day with coffee rather than tea or other beverages. Coffee shops are responding to this shift by offering unique and diverse menu items to cater to the evolving tastes of their customers. This includes a rise in specialty drinks and creative blends that appeal to adventurous palates. As consumers seek out novel coffee experiences, coffee shops are increasingly introducing innovative offerings and customizing their menus to meet the growing demand for unique and personalized coffee experiences.
Any Impact of growing consciousness of health, wellness, sustainability, environment, fair trade and veganism on the coffee business?
The growing consciousness around health, wellness, sustainability, the environment, fair trade, and veganism is profoundly reshaping the coffee business. Consumers are increasingly seeking coffee products that align with their health goals, driving demand for organic, low-calorie, and functional beverages. Sustainability concerns are pushing companies to adopt eco-friendly practices, such as reducing carbon footprints and using recyclable packaging. Ethical considerations are also becoming paramount, with a growing emphasis on fair trade practices to ensure that coffee farmers are paid fairly and work in humane conditions. Additionally, the rise of veganism is influencing the coffee industry to offer more plant-based milk alternatives and vegan-friendly menu options. These trends are forcing coffee businesses to innovate and adapt to meet the evolving expectations of a more conscientious consumer base.
The distinguishing characteristics/ features/ factors of NBC vis a vis other coffee enterprises?
“Nothing Before Coffee” (NBC) distinguishes itself in the competitive coffee market through its unwavering commitment to a customer-first philosophy and innovative approach. As a “mass-premium” brand, NBC offers high-quality brewed coffee at accessible prices, appealing to a wide audience while maintaining affordability. The brand’s innovative spirit is evident in its unique product offerings, such as the signature “Shrappe,” and its dedication to regularly introducing new and exciting products to keep the customer experience fresh and engaging. NBC’s commitment extends beyond product innovation to creating memorable customer experiences, including events like “Paint with Espresso,” stand-up shows, and pizza-making workshops, which foster a vibrant and inclusive atmosphere at their outlets. The company’s strategic expansion through franchising in Tier-1 and Tier-2 cities in India, along with international ventures like its first outlet in Portugal, showcases its global ambition and dedication to sharing Indian coffee culture worldwide. NBC also emphasises a strong connection with its customers through marketing campaigns, special promotions, and environmentally conscious initiatives like distributing plants on Environment Day. Technologically, NBC enhances convenience with a continuously improving app that offers reward points and loyalty cards, reducing the hassle of queues. This comprehensive approach, grounded in a customer-centric philosophy, innovation, and community engagement, sets NBC apart and solidifies its position as a beloved and trusted brand in the coffee industry.
NBC future plans?
NBC is set to expand its global footprint significantly over the next three years, with plans to open 400 new outlets worldwide. This ambitious expansion includes establishing 150 new locations across Europe, following the successful launch of its first outlet in Portugal. Upcoming openings are planned for dynamic markets such as Dubai, Spain, and Indonesia, reflecting NBC’s commitment to becoming a prominent global brand. This international growth, coupled with a strong presence in its home country, highlights NBC’s dedication to reaching new markets and achieving substantial growth. Winning the award would not only acknowledge NBC’s efforts but also bolster its journey toward becoming a leading global coffee brand.
