Hyderabad:
Adhira & Appa Coffee,
built on the philosophy of sustainability and authenticity and part of the EBG
Group, has announced acclaimed actors Shruti Haasan and Murali Sharma
as their 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.
Crafted from premium beans and
prepared through processes designed to significantly reduce carbon output
compared to conventional methods, the brand’s focus on sustainability, combined
with in-house sourcing, forms the core of its identity. With strong early
momentum, the brand plans to scale to 400 outlets across major metropolitan and
Tier-2 cities in India by 2027.
Currently, the café is operating in
Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and
Bengaluru, and about to open in Mumbai, Lucknow, Prayagraj, Raipur, Bangalore,
Pune, Ludhiana, and other locations across India. The association with Shruti
Haasan and Murali Sharma will help strengthen Adhira & Appa’s vision of
building a café brand that blends tradition with a modern touch. Shruti Haasan
connects well with younger, urban audiences and adds to the brand’s contemporary
appeal, while Murali Sharma brings a sense of authenticity and relatability
that resonates with those who value tradition. 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.
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,
EBG Group Chairman Dr. Irfan Khan 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.”
While the Indian specialty coffee
market is becoming increasingly crowded, Adhira & Appa Coffee is betting
big on a "Heritage-First" model to capture the rapidly growing Gen Z
and middle-class demographics. The brand stands at the forefront of the
"new retro" movement—a cultural desire to reconnect with authentic
roots through a modern lens.