EBG Group has announced fitness icon and wellness advocate Milind Soman as the cultural and lifestyle ambassador for its flagship F&B brand, Natuf Café, marking the next phase of growth for the Levantine quick-service chain.

The partnership aligns with Natuf Café’s clean-eating philosophy rooted in Middle Eastern food traditions that celebrate fresh ingredients, balanced flavours and sustainable practices. As the brand sharpens its expansion plans, it aims to cross 100 outlets nationwide by the end of 2026 through a mix of company-owned stores, franchise formats, cloud kitchens and exclusive retail cafés, catering to India’s young, urban and health-conscious consumers. Positioned at the intersection of global flavours and mindful nutrition, Natuf Café offers protein-rich, low-carb, low-fat and low-sugar meals within a plastic-free, sustainability-led ecosystem.

 Commenting on the association, Hari Kiran, Co-founder & COO, EBG Group, said, “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 that respect people, the planet, and long-term well-being. 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.”  Amer Juneidi, Founder & Managing Director, 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. As we scale Levantine cuisine across India, we remain committed to authenticity, nutrition, and sustainability in every meal.”

Sharing his perspective, Milind Soman 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.” 

With this collaboration, Natuf Café strengthens its positioning as a progressive QSR brand that balances bold global flavours with everyday wellness, reinforcing EBG Group’s People–Planet–Profit vision.