PU | Parul University

Some afternoons have that perfect blend, a little caffeine, a lot of insight, and the kind of energy that stays long after the last sip. That’s exactly what took place when Mr. Anand Jain, Co-Founder of Nothing Before Coffee (NBC), talked to the students of Parul University at IIMUN’s Hospitality Tour in Jaipur, in the interesting and thrilling discussion about the way coffee industry and business in general were changed after the pandemic.

It was not a mere discussion but it was a sharing of ideas during a long meaningful coffee break. There was no rush in his words, yet each one carried weight. At the moment Mr. Anand started talking, the atmosphere changed, students got closer, phones were put in their pockets, and everyone appeared to be eager to hear everything.

“When the world shut down, our first thought wasn’t about profits, it was about our people,”

he said, recalling the dangers of those early days. "We made the decision to support our team no matter what."

That promise became the basis for one of NBC’s proudest achievements: 100% employee retention throughout the pandemic. This was more than simply a figure; it was evidence of the company's principles in an industry where turnover is often significant.

“When you stand by your people, they stand by you.”

The trick as Mr. Mr. Anand says was easy. It was about creating a community, respect and trust. “If you don't offer loyalty first, you can't expect to recieve it.” Whether it be informing the employees of business moves or checking on them and their families, each step enhanced a mutual obligation.

"When times are hard, customers remember how you make them feel."

The conversation naturally shifted to customers, and Mr. Anand’s perspective was just as heartfelt here. For NBC, customer attraction wasn’t about flashy campaigns or quick wins; it was about building connections that last. He spoke about how, during the pandemic, many people were hesitant to step out. NBC adapted without losing its warmth. “Safety was important, but so was the experience,” he said. From masked smiles and customized greetings to digital feedback that felt genuine, NBC made sure customers still felt the human connection behind every cup.

“Job satisfaction isn’t a benefit: it’s a strategy.”

During the session, Mr. Anand kept returning to one key point: a happy, valued team is the best investment a business can make. He urged students to consider client loyalty and retention as two sides of the same coin, both rich in relationships and transactions.

What the Students Took Home

Throughout the session, students paid close attention, with some taking notes and others simply taking in the concepts. Afterwards, many shared that the talk had given them a new perspective on leadership and business. It is the kind of knowledge that comes from actual experience and not textbooks, and they described it as inspiring, insightful, and truly real. Many shared that Mr. Anand Jain’s words showed it is possible to run a successful business without losing touch of the human side, while others said that NBC’s relationship with customers made them rethink how brands earn loyalty in changing times.

By the end, the tone had become lighter but more focused, as if the audience had been reminded to hold on to what really counts in a world that is constantly changing.

Key Takeaways