Adhira & Appa Coffee, a café brand under the EBG Group, has announced actors Shruti Haasan and Murali Sharma as its brand ambassadors, as it prepares for a nationwide expansion. The company said it plans to scale up to 400 outlets across major metropolitan and Tier-2 cities in India by 2027, focusing on the growing quick service restaurant (QSR) and beverage market.
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.”
EBG Group Chairman Irfan Khan said, “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.” Chief Operating Officer Karan Mendon highlighted the brand’s menu and positioning, stating, “Our sustainable practices ensure every sip supports ethical farming and low-waste production, setting us apart as an authentic alternative to global chains.”
The brand positions itself around sustainability and traditional South Indian filter coffee, using premium beans and processes designed to reduce carbon output. Explaining the association, the company said the collaboration reflects its attempt to balance heritage with modern consumer appeal. While Shruti Haasan is expected to connect with younger, urban audiences, Murali Sharma brings relatability rooted in tradition.
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