Hyderabad, Mar 26 (TNT): Adhira & Appa Coffee, part of the EBG Group, on Thursday announced the onboarding of actors Shruti Haasan and Murali Sharma as brand ambassadors as it plans a major national expansion.
The association with Haasan and Sharma reflects the company’s vision of blending tradition with modern appeal, targeting both younger, urban consumers and audiences seeking authentic experiences, the company said in a release.
Built on the philosophy of sustainability and authenticity, the café chain aims to take South Indian filter coffee to cities across India while aligning with the evolving quick service restaurant (QSR) and beverage landscape.
The company said its coffee is crafted from premium beans using processes designed to significantly reduce carbon output compared to conventional methods, with in-house sourcing forming a key part of its sustainability-driven identity.
The brand plans to scale up to 400 outlets across major metropolitan and Tier-2 cities by next year. Currently operational in Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and Bengaluru, it is also preparing to expand into Mumbai, Lucknow, Prayagraj, Raipur and Ludhiana, among others.
Speaking on the partnership, Sharma said he was “happy to collaborate with a brand that celebrates rich coffee heritage while prioritizing sustainability,” adding that the café would appeal to those seeking authentic South Indian filter coffee.
Haasan said the brand “captures the soul of South Indian filter coffee with a modern twist,” and expressed excitement about being part of a journey that promotes authentic flavours and eco-conscious practices.
Dr. Irfan Khan said the collaboration aligns with the group’s vision of combining cultural roots with quality and sustainability while scaling the brand nationwide.
Karan Mendon said the café offers a curated menu including dosa, tacos, medu vada waffles and filter coffee tiramisu, catering to evolving consumer preferences.
He added that the brand’s sustainable practices and “heritage-first” approach position it as an alternative to global chains such as Starbucks and Third Wave Coffee Roasters, amid growing competition in India’s specialty coffee market.
TNT KS
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