Natuf Café Appoints Milind Soman as Cultural Ambassador

New Delhi, February, 2026 – EBG Group’s flagship Levantine quick-service restaurant (QSR) brand, Natuf Café, has announced the appointment of Milind Soman—fitness icon, actor, and wellness advocate—as its Cultural and Lifestyle Ambassador. The move signals the brand’s next phase of expansion in India’s fast-growing nutrition-focused QSR segment.

Scaling a New-Age QSR Model

Natuf Café is redefining fast food in India with protein-rich, low-carb meals and a plastic-free operating model, reflecting a broader shift toward sustainable and health-conscious dining. The brand plans to establish over 100 outlets nationwide by the end of 2026, through a mix of corporate-owned outlets, franchise formats, cloud kitchens, and exclusive retail cafés.

Investment and Growth Strategy

EBG Group has committed to investing between ₹35 lakh and ₹1.25 crore per outlet, supporting rapid retail development across key Indian cities. This expansion underscores the company’s ambition to make Levantine cuisine widely accessible while maintaining authenticity and nutritional integrity.

Leadership Perspectives

Hari Kiran, Co-founder & COO of EBG Group, stated:
“Milind Soman embodies the values we stand for—discipline, authenticity, and conscious living. Natuf Café is not just expanding as a QSR brand; it is building a movement around better food choices that respect people, the planet, and long-term well-being.”

Amer Juneidi, Founder & Managing Director of Natuf, added:
“For me, Natuf has always been about sharing heritage, culture, and honest food. Partnering with Milind Soman feels natural because he represents integrity and mindful living.”

Ambassador’s Vision

Milind Soman expressed enthusiasm about the collaboration:
“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.”