EBG Group’s Natuf Café brings Milind Soman on board

EBG Group, a multi-sector organisation, has appointed fitness icon, actor and wellness advocate Milind Soman as the cultural and lifestyle ambassador of its flagship food and beverage brand, Natuf Café. Known for his long-standing commitment to clean living, endurance and mindful nutrition, Milind’s philosophy closely mirrors Natuf Café’s approach to Levantine cuisine rooted in Middle Eastern food traditions, where fresh ingredients, balanced flavours and sustainable choices come together without compromise.

The association marks a significant milestone as Natuf Café accelerates its ambition to build one of India’s most progressive Levantine quick-service restaurant chains, offering protein-rich, low-carb, low-fat and low-sugar meals through a plastic-free, sustainability-first ecosystem. Together, Natuf Café and Milind champion the belief that clean, nutritious eating is no longer niche or aspirational, but mainstream, accessible and culturally relevant for today’s urban consumer.

As part of its expansion roadmap, Natuf Café will scale across corporate-owned outlets, franchise formats, cloud kitchens and exclusive retail cafés, catering to India’s growing population of young, urban and wellness-conscious consumers. The brand aims to establish over 100 outlets nationwide by the end of 2026, spanning both company-owned and exclusive partner locations.

Commenting on the association, Hari Kiran, Co-founder and COO, EBG Group, said, “Milind Soman embodies the values we stand for at EBG — discipline, authenticity and conscious living. 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.”

Founder and Managing Director Amer Juneidi added the association reinforces EBG Group’s People–Planet–Profit philosophy. “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.”

Speaking on the partnership, Milind 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.”