EBG Group-backed Natuf Café has appointed actor and fitness advocate Milind Soman as its cultural and lifestyle ambassador as the brand looks to strengthen its presence across India. The Levantine quick-service restaurant (QSR) chain is aiming to expand and has set a target of launching over 100 outlets nationwide by the end of 2026.
Hari Kiran, Co-founder and COO of EBG Group, said the partnership aligns with the brand’s larger vision of promoting mindful eating. “Milind Soman embodies the values we stand for at EBG—discipline, authenticity, and conscious living. Natuf Café is not just expanding as a QSR brand; it is building a movement around better food choices,” he said, adding that the group plans to invest between ₹35 lakh and ₹1.25 crore per outlet as part of its rollout strategy.
Milind Soman, speaking about the association, said he connected with Natuf Café’s approach towards food. “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,” he said.
Amer Juneidi, Founder and Managing Director of Natuf, said the brand is looking to take Levantine cuisine to a wider audience while maintaining its core identity. “For me, Natuf has always been about sharing heritage, culture, and honest food. As we scale Levantine cuisine across India, we remain committed to authenticity, nutrition, and sustainability in every meal,” he stated.
Natuf Café offers Levantine-inspired items such as hummus bowls, wraps and other Middle Eastern staples. The brand positions its menu as protein-rich and low in sugar, and claims to operate with a plastic-free supply chain as part of its sustainability-first model.
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