NYNA Coffee, a fast-rising café brand born in Hanoi and Ho Chi Minh City, is crossing into India. On 20 June 2026, Franchise India announced a master franchise agreement to roll out the Vietnamese chain’s round-the-clock café format across the subcontinent, with a stated target of 90-plus stores by 2029 spread over Delhi, Mumbai, Bengaluru, Chennai and Hyderabad.
NYNA is less a coffee shop and more a 24/7 social hub, built around a “Youthful, Creative, Ever-Striving” identity and an “Adventure Everyday” tagline aimed squarely at younger urban customers. Its menu leans on beverages made from 100 percent natural ingredients, including signature and bottled coffee, natural fruit teas, matcha and a distinctive yuzu range. That blend of Vietnamese coffee culture and trend-driven specialty drinks is exactly the kind of concept Indian operators have been hunting for.
The timing tracks a fast-maturing market. India’s branded coffee-shop sector grew 12.7 percent over the past year to more than 5,300 outlets, and projections cited by the brand put the segment on course for roughly $1,016 million by 2033. Gen Z and Millennials already make up over half the customer base in the highest-growth café formats, treating coffee as a lifestyle choice rather than a commodity.
“Our mission has always been to create a place where flavour meets inspiration.”
That framing, from NYNA founder and managing director Nguyen Truong Khang, signals the brand intends to compete on experience and design as much as on the cup itself.
Gaurav Marya, chairman of Franchise India Group, tied the partnership to a structural shift in Indian consumption, pointing to a “massive surge in global café culture” driven by a young population that views coffee as identity. For NYNA, a local master partner with deep market reach removes the hardest parts of entry, from real estate to regulatory navigation, while the brand supplies product, design language and operating systems. It is a textbook use of the master franchise structure that is moving so many concepts across borders in Asia.
NYNA’s move matters beyond one coffee brand. It is another data point in a clear trend: Southeast Asian F&B concepts are now exporting into larger Asian markets, not just receiving Western imports. A Vietnamese chain landing a 90-store commitment in India shows that regional brands can command serious development pipelines when paired with the right master partner. For investors, the read-through is to watch which ASEAN-origin concepts have the brand discipline and supply chain to travel, because the most interesting franchise opportunities increasingly flow within Asia. The same appetite for Asian coffee, tea and specialty F&B concepts is reshaping menus from Mumbai to Manila, and choosing the right structure is where most of these deals are won or lost – which is why disciplined franchise due diligence in Asia pays off.
