EBG Group has announced the next phase of growth for its food and beverage brand, Natuf Café, by appointing Milind Soman as its cultural and lifestyle ambassador. Soman, known for his focus on fitness and mindful nutrition, aligns with Natuf Café’s positioning around Levantine cuisine rooted in Middle Eastern food traditions, centred on fresh ingredients and balanced flavours.
The association comes as Natuf Café expands its Levantine quick-service restaurant (QSR) presence, offering protein-rich, low-carb, low-fat and low-sugar meals through a plastic-free operating model. The brand positions itself at the intersection of global flavours and mindful nutrition, targeting urban consumers.
As part of its expansion roadmap, Natuf Café will scale across corporate-owned outlets, franchise formats, cloud kitchens, and exclusive retail cafés. The brand aims to establish over 100 outlets nationwide by the end of 2026, across company-owned and partner locations.
Natuf Café differentiates itself from conventional QSR brands by offering Levantine-inspired meals such as hummus bowls, wraps and low-sugar offerings. Each outlet operates with a plastic-free supply chain in line with EBG Group’s People–Planet–Profit philosophy.
Hari Kiran, Co-founder & COO, EBG Group, said, “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.”
Amer Juneidi, Founder & Managing Director, Natuf, said, “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.”
