Adhira & Appa onboards actors Shruti Haasan and Murali Sharma as brand ambassadors while the café eyes national expansion
Adhira & Appa Coffee, built on the philosophy of sustainability and authenticity and part of the EBG Group, has announced acclaimed actors Shruti Haasan and Murali Sharma as their brand ambassadors. The group is now eyeing national expansion, aligning with the evolving QSR and beverage landscape while staying rooted in sustainability and tradition. It aims to bring authentic South Indian filter coffee to cities across India.
Crafted from premium beans and prepared through processes designed to significantly reduce carbon output compared to conventional methods, the brand’s focus on sustainability, combined with in-house sourcing, forms the core of its identity. With strong early momentum, the brand plans to scale to 400 outlets across major metropolitan and Tier-2 cities in India by 2027.
Currently, the café is operating in Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and Bengaluru, and about to open in Mumbai, Lucknow, Prayagraj, Raipur, Bangalore, Pune, Ludhiana, and other locations across India. The association with Shruti Haasan and Murali Sharma will help strengthen Adhira & Appa’s vision of building a café brand that blends tradition with a modern touch. Shruti Haasan connects well with younger, urban audiences and adds to the brand’s contemporary appeal, while Murali Sharma brings a sense of authenticity and relatability that resonates with those who value tradition. Together, they reflect the brand’s idea of combining heritage with changing consumer preferences, helping it grow across the country and connect with a wider audience.
Speaking about the partnership, versatile South Indian actor 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.”
Meanwhile, singer and actor Shruti Haasan said, “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 actors` partnership, EBG Group Chairman Dr. Irfan Khan 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, appppealing 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.”
While the Indian specialty coffee market is becoming increasingly crowded, Adhira & Appa Coffee is betting big on a "Heritage-First" model to capture the rapidly growing Gen Z and middle-class demographics. The brand stands at the forefront of the "new retro" movement—a cultural desire to reconnect with authentic roots through a modern lens.
