Hard Rock Partners with EBG Group, Launches Branded Kitchen Appliances in India

Hard Rock International has partnered with EBG Group to launch a premium range of Hard Rock–branded coffee machines and small kitchen appliances in India. As part of its India market entry strategy, the partnership is backed by a planned investment of 100 Cr, with a projected revenue target of 500 Cr over 5 years. The collaboration aims to capitalise on India’s rapidly expanding premium home appliance segment, currently valued at 29,000 Cr and growing at an estimated 9% CAGR.

The collaboration marks Hard Rock’s entry into India’s premium home appliance segment. The companies aim to capture approximately 5% market share within the first few years of operations.

Under the licensing agreement, EBG Group will design, develop, manufacture, and distribute a curated portfolio of products aligned with Hard Rock’s bold and contemporary brand ethos. The first phase of launch will be across key metropolitan markets, followed by a phased expansion into other major cities.

Commenting on the partnership, Dr. Irfan Khan, Founder and CEO of EBG Group, said, “Partnering with Hard Rock is a significant milestone for us. Hard Rock represents energy, authenticity, and a globally aspirational lifestyle. Through this licensing collaboration, we aim to bring a differentiated portfolio of premium coffee machines and small kitchen appliances to Indian consumers who value both performance and brand experience. Our focus is on creating products that are emotionally resonant while delivering world-class quality and reliability.”

The products will be launched through retail chains, e-commerce platforms and select premium distribution channels, targeting urban consumers.