Adhira & Appa Coffee Ropes in Shruti Haasan & Murali Sharma; Targets 400 Outlets by 2027

The café brand which focuses on sustainability and authentic South Indian filter coffee is looking to tap into the growing quick-service restaurant (QSR) and beverage market. It aims to open 400 outlets across metro and Tier-2 cities by 2027.

Adhira & Appa Coffee currently operates in cities such as Kochi, Nagpur, Hyderabad, Pune, Dehradun, Indore, Chandigarh, Nashik and Bengaluru. It is also preparing to launch in Mumbai, Lucknow, Prayagraj, Raipur, Ludhiana and other locations. The brand uses premium coffee beans and follows processes designed to reduce carbon emissions, with in-house sourcing forming a key part of its sustainability approach. The company said the association with Shruti Haasan will help connect with younger, urban consumers, while Murali Sharma will add authenticity and relatability. The move is part of its strategy to build a café brand that blends traditional roots with modern appeal.

Speaking on the partnership, Actor Murali Sharma said he is pleased to be associated with a brand that celebrates India’s coffee heritage while focusing on sustainability. As competition rises in India’s specialty coffee segment, Adhira & Appa Coffee is focusing on a “heritage-first” approach to attract Gen Z and middle-class consumers, positioning itself within the growing “new retro” trend.

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.”