Mumbai: Adhira & Appa Coffee, part of the EBG Group, has announced the onboarding of Shruti Haasan and Murali Sharma as brand ambassadors, as it accelerates plans for national expansion.
Built on the philosophy of sustainability and authenticity, the café chain is positioning itself to tap into India’s evolving QSR and beverage landscape while staying rooted in South Indian coffee traditions. The brand aims to take its authentic filter coffee experience to consumers across the country.
With a focus on premium beans and environmentally conscious processes designed to significantly reduce carbon output, Adhira & Appa Coffee has embedded sustainability at the core of its operations. Backed by strong early traction, the company plans to scale to 400 outlets across metro and Tier-2 cities by 2027.
Currently present in cities including Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and Bengaluru, the brand is gearing up to expand into newer markets such as Mumbai, Lucknow, Prayagraj, Raipur, Ludhiana and others.
The association with Shruti Haasan and Murali Sharma is expected to strengthen the brand’s positioning as it blends tradition with modern sensibilities. While Haasan brings strong resonance with younger, urban audiences, Sharma adds authenticity and relatability, reflecting the brand’s effort to balance heritage with evolving consumer preferences.
Speaking about the partnership, Murali Sharma said, “I am happy to collaborate with a brand like Adhira & Appa that celebrates our rich coffee heritage while prioritizing sustainability. It’s inspiring to see tradition meet innovation in every cup. There is no doubt that the café will be welcomed across the country by those seeking to taste authentic South Indian filter coffee.”
Shruti Haasan added, “Adhira & Appa captures the soul of South Indian filter coffee with a modern twist. As someone who loves authentic flavors and eco-conscious brands, I’m thrilled to be part of this journey, bringing that warmth to more people.”
Commenting on the development, Dr. Irfan Khan, Chairman, EBG Group, said, “Partnering with versatile talents like Shruti Haasan and Murali Sharma aligns perfectly with our vision at EBG Group. Adhira & Appa isn’t just about serving coffee, it is a movement that blends deep-rooted South Indian culture, uncompromising quality, and genuine care for the planet. We’re excited to scale this authentic experience nationwide and reduce our environmental footprint every step of the way.”
Karan Mendon, COO of Adhira & Appa, said, “We offer a thoughtfully curated food menu including dosa, tacos, medu vada waffles, and filter coffee tiramisu, appealing to a new generation of coffee and food lovers seeking comfort, culture, and quality. Our sustainable practices ensure every sip supports ethical farming and low-waste production, setting us apart as an authentic alternative to global chains like Starbucks and Third Wave Coffee Roasters.”
As India’s specialty coffee segment becomes increasingly competitive, Adhira & Appa Coffee is betting on a “heritage-first” approach to capture the attention of Gen Z and middle-class consumers. Positioned within the growing “new retro” movement, the brand seeks to reconnect audiences with authentic roots while delivering a contemporary café experience.
