Adhira & Appa Coffee, part of the EBG Group, has announced actors Shruti Haasan and Murali Sharma as its 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. 

The association with Haasan and Sharma will help strengthen Adhira & Appa’s vision of building a café brand that blends tradition with a modern touch. Haasan connects with younger, urban audiences and adds to the brand’s contemporary appeal, while Sharma brings a sense of authenticity and relatability that resonates with those who value tradition, according to the brand. 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.

Dr. Irfan Khan, chairperson, 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, 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.”

Currently operating in Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and Bengaluru, and about to open cafés in Mumbai, Lucknow, Prayagraj, Raipur, Bangalore, Pune, Ludhiana, and other locations across India, the brand plans to scale to 400 outlets across major metropolitan and Tier-2 cities in India by 2027.