Adhira & Appa Coffee has appointed actors Shruti Haasan and Murali Sharma as brand ambassadors, as the café chain outlines plans for expansion across India.
The brand, part of the EBG Group, focuses on South Indian filter coffee and positions itself around sustainability and traditional brewing methods. It aims to scale its presence to 400 outlets across metro and Tier-2 cities by 2027.
Currently, Adhira & Appa operates in cities including Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and Bengaluru. The company is also preparing to expand into additional locations such as Mumbai, Lucknow, Prayagraj, Raipur and Ludhiana.
According to the company, the association with Shruti Haasan and Murali Sharma is intended to support its positioning across different consumer segments. While Haasan is expected to connect with younger, urban audiences, Sharma brings relatability linked to traditional values.
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, Dr. Irfan Khan, Chairman, EBG Group 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, appealing 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.”
The brand states that its coffee is made using in-house sourcing and processes aimed at reducing carbon output compared to conventional methods. As competition in the specialty coffee segment increases, Adhira & Appa is positioning itself around a “heritage-first” approach, targeting Gen Z and middle-class consumers seeking a mix of traditional flavours and contemporary formats.
