Mumbai: EBG Group, a fast-growing multi-sector organisation with interests spanning Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education, has announced the next phase of growth for its flagship F&B brand, Natuf Café, by appointing fitness icon, actor, and wellness advocate Milind Soman as its cultural and lifestyle ambassador.
Soman, known for his long-standing commitment to clean living, endurance, and mindful nutrition, aligns closely with Natuf Café’s philosophy of Levantine cuisine rooted in Middle Eastern food traditions. The brand’s food ethos centres on fresh ingredients, balanced flavours, and sustainable choices, positioning itself as a modern alternative in India’s evolving quick-service restaurant (QSR) landscape.
The association comes as Natuf Café accelerates its ambition to become one of India’s most progressive Levantine QSR chains, offering protein-rich, low-carb, low-fat, and low-sugar meals within a plastic-free, sustainability-first ecosystem. Positioned at the intersection of global flavours and mindful nutrition, the brand aims to redefine fast food consumption for urban, wellness-conscious consumers.
As part of its expansion roadmap, Natuf Café plans to scale through a mix of corporate-owned outlets, franchise formats, cloud kitchens, and exclusive retail cafés. The brand has set a target of establishing more than 100 outlets nationwide by the end of 2026, driven by growing demand for authentic Middle Eastern cuisine and better-for-you food options.
Commenting on the association, Hari Kiran, Co-founder & COO, EBG Group, said, “Milind Soman embodies the values we stand for at EBG—discipline, authenticity, and conscious living. Natuf Café is not just expanding as a QSR brand; it is building a movement around better food choices that respect people, the planet, and long-term well-being. Over the next year, EBG Group plans to invest between ₹35 lakh and ₹1.25 crore per outlet, supporting rapid retail development across key Indian cities.”
Amer Juneidi, Founder & Managing Director, Natuf, said, “For me, Natuf has always been about sharing heritage, culture, and honest food. Partnering with Milind Soman feels natural because he represents integrity and mindful living. As we scale Levantine cuisine across India, we remain committed to authenticity, nutrition, and sustainability in every meal.”
Speaking on the partnership, Milind Soman said, “What attracted me to Natuf Café is its simplicity and honesty. The food is rooted in tradition, naturally nutritious, and aligned with how people want to eat today—without excess or compromise. I’m glad to associate with a brand that is making healthy, sustainable food part of everyday life.”
Natuf Café differentiates itself from conventional QSR brands by offering wholesome Levantine-inspired meals that combine bold global flavours with a focus on nutrition and wellness. Its menu includes colourful hummus bowls, protein-rich wraps, and fresh low-sugar offerings, while each outlet operates with a plastic-free supply chain in line with EBG Group’s People–Planet–Profit philosophy.
