Under the agreement with Hard Rock International, EBG Group will introduce a premium portfolio of coffee machines and small kitchen appliances designed to bring the brand’s signature aesthetic and cultural identity into modern Indian kitchens.

The partnership is backed by a planned investment of ₹100 crore, with the companies targeting ₹500 crore in revenue over the next five years. The move comes as India’s premium home appliance market—valued at approximately ₹29,000 crore—continues to expand at an estimated 9% compound annual growth rate (CAGR).

Globally, Hard Rock operates across hospitality, entertainment, retail and licensed lifestyle categories, making it one of the world’s most recognisable music-led brands. The collaboration with EBG Group represents its first step into India’s premium kitchen appliance space. The companies are aiming to capture around 5% market share within the first few years of operations.

Under the licensing arrangement, EBG Group will design, develop, manufacture and distribute a curated range of Hard Rock–branded appliances aligned with the brand’s bold and contemporary ethos. The rollout will begin in key metropolitan markets before expanding to other major cities across the country.

Commenting on the partnership, Dr. Irfan Khan, Founder and CEO, EBG Group said, “Partnering with Hard Rock is a significant milestone for us. Hard Rock represents energy, authenticity, and a globally aspirational lifestyle. Through this licensing collaboration, we aim to bring a differentiated portfolio of premium coffee machines and small kitchen appliances to Indian consumers who value both performance and brand experience. Our focus is on creating products that are emotionally resonant while delivering world-class quality and reliability.”

The upcoming product line will combine distinctive Hard Rock design elements with high-performance technology and premium materials, catering to aspirational urban consumers. The appliances are expected to be available through leading retail chains, major e-commerce platforms and select premium distribution channels across India.

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Srinivas brings over two decades of experience across India’s café and QSR ecosystem, shaped through roles at Barista, Café Coffee Day, Wheelys Café, SSP Catering, and Isthara Parks, as well as his own entrepreneurial venture Cyrus Café, which he grew to four outlets in Delhi. His background covers multi-region operations, store expansion, marketing inputs, customer experience, compliance, staffing, and site selection—all capabilities that align closely with the growth trajectory EBG is pursuing. At Barista, he led operations across Andhra Pradesh and Telangana, while at Café Coffee Day, he handled SOP execution, merchandise planning, inventory cycles, and new store development. His entrepreneurial stint sharpened his understanding of ground-level unit economics, vendor management, and consumer behaviour, making him uniquely attuned to the realities of scaling food formats in India.

At EBG Group, Srinivas is expected to contribute to the strategic expansion of the food business across multiple formats, bringing a combination of commercial acumen and operational rigour. He is also expected to support site acquisition across malls, high streets, transit hubs, IT parks, and mixed-use developments, and to work closely with development partners, landlords, and institutional stakeholders to identify commercially viable locations. His role will likely include evaluating feasibility, coordinating with design and project teams, supporting commercial negotiations, and helping strengthen the group’s partnerships and alliances in the food ecosystem as Natuf Café expands across India.

Natuf Café sits at the heart of EBG’s food vision—a contemporary quick-service concept inspired by Levantine cuisine and built around the principles of nutrition, sustainability, and cultural authenticity. Its menu centres on protein-rich, low-carb, low-fat and low-sugar meals, presented in accessible formats such as wraps, bowls, grills and dips. The brand has positioned itself at the intersection of India’s rising health-consciousness and the growing appetite for global flavours. As EBG’s Co-founder & COO Hari Kiran has emphasised in earlier conversations surrounding Natuf’s growth, the group builds for “People–Planet–Profit,” and the Natuf journey is as much about fostering healthier lifestyles and a more sustainable future as it is about scaling a QSR network. The company sees the brand as a movement in the making—one that aligns global taste profiles with India’s shifting food priorities.

For Amer Juneidi, Founder & CEO of Natuf Café, bringing Levantine flavours to India is a deeply personal pursuit rooted in heritage and culture. He has previously described Natuf’s food philosophy as one that goes beyond nourishment to celebrate connection and authenticity. As the brand expands, he notes, the focus remains firmly on keeping meals plastic-free, protein-forward, and anchored in genuine Levantine culinary traditions, while ensuring accessibility for Indian consumers across dining and delivery occasions.

Natuf Café’s expansion blueprint is ambitious. The IndiaRetailing.com story published in October 2025- https://www.indiaretailing.com/natuf-caf%C3%A9-to-open-100-stores-by-2026 talked about brand’s aims to open over 100 outlets by the end of 2026, with a mix of corporate stores, franchise locations, cloud kitchens and exclusive café formats. Investments per location are projected to range between ₹10 lakh and ₹75 lakh, depending on size and format. The brand is also targeting a doubling of revenue by FY26, supported by a robust back-end infrastructure, process-led scalability, and the surging consumer appetite for nutritious fast-casual dining options. With Levantine cuisine gaining popularity globally and wellness-oriented dining becoming mainstream among Indian millennials and Gen Z, Natuf Café is well positioned to carve out a distinctive space in the competitive QSR landscape.

EBG Group’s broader food strategy includes partnerships and diversification that complement Natuf’s positioning. Collaborations with ventures such as Native Touch—focused on wellness-driven Indian menus—and Chhota Bheem-themed cafés for family-oriented dining formats illustrate the group’s interest in creating a multi-layered food ecosystem that caters to varied consumer segments. This sits alongside EBG’s wider presence across mobility, health and wellness, real estate, lifestyle, technology, and education, allowing it to leverage cross-sectoral capabilities as it scales.

As Natuf Café accelerates towards its 100-store milestone, operational consistency, supply chain readiness, and real-estate discipline will be critical. This is where Srinivas’s experience is expected to add substantial value. His understanding of both corporate and entrepreneurial food environments, combined with hands-on exposure to high-growth café networks, gives EBG Group a strong execution partner for the next phase of its journey. With a clear expansion roadmap and leadership aligned around purpose, health and sustainability, the group appears well placed to build one of India’s most distinctive new-age QSR platforms.

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With a vision to open 50+ outlets across India by the end of the financial year, A&A Coffee aims to create an immersive café experience rooted in tradition yet shaped for modern lifestyles. To accelerate this growth, the brand is also inviting investors and franchise partners to join its journey and help expand its presence more aggressively across the country. Each store will be launched under one of three distinct formats: viz. Signature Stores, Flagship Stores, and Express Stores, catering to different consumer needs while maintaining the brand’s focus on quality, culture & providing an authentic experience for the consumer. Each store will be launched under one of several distinct formats — Mini Kiosks (Rs. 15 lakh investment), Express Kiosks (Rs. 30 lakh investment), Signature Stores (Rs. 90 lakh investment), Flagship Stores (Rs. 60 lakh investment), and Master Franchise models (Rs. 1–3 crore investment) — catering to different investor capacities and consumer needs while maintaining the brand’s focus on quality and culture.

Adhira & Appa Coffee is not just about coffee; it offers a holistic cultural experience that celebrates taste, tradition, and innovation. Each store will feature a region-specific menu designed to reflect local palates while staying true to the brand’s promise of creativity. Guests can enjoy signature fusion dishes like Podi Fries with a bold South Indian spice kick, Medu Vada Waffle served with chutneys, or the indulgent Bombay Masala Croissant layered with spiced potato masala. The café also reimagines comfort foods with creations like the Tandoori Cubano Sandwich and Filter Coffee Tiramisu. Alongside its inventive bites, A&A serves authentic filter coffee sourced from India’s finest estates and offers a retail corner showcasing locally crafted sovereigns keeping alive the artistry of India’s farmers and artisans.

Speaking on the expansion, Karan Mendon, Co-founder & COO, Adhira & Appa Coffee, said: “Our mission is to celebrate India’s coffee traditions while creating modern spaces where people can come together over authentic food, locally sourced coffee, and meaningful conversations. The enthusiastic response to our Kochi outlet has reinforced our belief that A&A’s unique mix of heritage, innovation, and local artistry has the power to connect with communities across India.”

Commenting on the brand’s journey, Hari Kiran, Co-founder & COO, EBG Group, said: “Adhira & Appa Coffee reflects our commitment to building businesses that combine cultural heritage with modern consumer needs. As part of the EBG Group, A&A is more than just a café chain; it is a platform for sustainable growth, an experience with community connection, and a vision to expand nationwide. We are confident that A&A’s unique blend of authentic coffee, fusion food, and local artistry will allow us to scale to 50+ outlets this year and strengthen our position as a group that champions India’s entrepreneurial spirit.”

The brand’s growth strategy underlines its ambition to establish Adhira & Appa Coffee as a nationwide movement, where every store is not just a café but a platform to promote mental wellbeing, togetherness, and the joy of authentic experiences.

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