EBG Group has announced the next phase of growth for its flagship food and beverage brand, Natuf Café, by appointing fitness icon, actor, and wellness advocate Milind Soman as its cultural and lifestyle ambassador.
Scaling a new-age Levantine QSR model
Natuf Café is expanding in India’s Levantine QSR segment with protein-rich, low-carb meals and a plastic-free operating model. The brand reflects a broader shift toward accessible, nutrition-focused fast food for urban consumers.
Expansion roadmap and investment plan
As part of its expansion strategy, Natuf Café will scale through corporate-owned outlets, franchise formats, cloud kitchens, and exclusive retail cafés. The brand plans to establish over 100 outlets nationwide by the end of 2026, across company-owned and exclusive partner locations.
Hari Kiran, Co-founder & COO, EBG Group, commented: “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.”
Brand vision and cultural relevance
Amer Juneidi, Founder & Managing Director, Natuf, added: “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.”
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.”
