-KH News Desk (editorial1@imaws.org)
EBG Group has announced the appointment of fitness icon and wellness advocate Milind Soman as the cultural and lifestyle ambassador for its flagship brand, Natuf Café. The move signals a major expansion phase for the Levantine Quick Service Restaurant (QSR) brand, which focuses on providing protein-rich, low-carb, and nutrition-focused meals to urban Indian consumers.
Natuf Café aims to establish over 100 outlets across India by the end of 2026. This growth will be fueled by a mix of corporate-owned stores, franchises, cloud kitchens, and exclusive retail cafés. The EBG Group plans to invest between ₹35 lakh and ₹1.25 crore per outlet to support this rapid development.
Beyond food, the brand is committed to sustainability, operating under a plastic-free model. The partnership with Milind Soman is intended to align the brand with values of discipline, authenticity, and conscious living.
Hari Kiran, Co-founder & COO, EBG Group, noted: “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.”
Milind Soman shared his enthusiasm for the brand: “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.”
