Hard Rock International is making an unexpected pivot in India. Even as the iconic hospitality brand shuts down its Hard Rock Café operations across the country, it is simultaneously entering a completely different category: that of premium kitchen appliances.
The company recently confirmed that it has ended its licensing partnership with JSM Corporation Pvt Ltd, the operator responsible for running Hard Rock Cafes and Rock Shops in India. The decision brings an end to the operator’s run of Hard Rock Café locations across 10 sites, including Bengaluru (city cafe and Bengaluru International Airport), Bengaluru Whitefield, Chandigarh, Chennai, Hyderabad, Hyderabad Hitech City, New Delhi, Pune and Kolkata.
Hard Rock International clarified that the Hard Rock Hotel in Goa will remain unaffected, as it is managed by a separate entity and is not operationally connected to JSM Corporation. As of now, JSM Corporation has not publicly announced its next steps following the termination of the partnership.
While the cafe closures mark the end of an era for the brand’s restaurant presence in India, Hard Rock is simultaneously exploring a new consumer category in the country. The company has entered into a brand licensing partnership with EBG Group to launch a range of Hard Rock–branded coffee machines and small kitchen appliances.
The collaboration will see EBG Group design, manufacture and distribute the products in India. The initiative is backed by a planned ₹100 crore investment, with a projected revenue target of ₹500 crore over five years. The companies aim to capture roughly 5 per cent market share in India’s premium home appliance segment, currently valued at about ₹29,000 crore and growing at around 9 per cent annually.
According to EBG Group founder and CEO Dr. Irfan Khan, the partnership aims to bring Hard Rock’s distinctive lifestyle appeal into Indian homes through performance-driven appliances. The product lineup will initially launch in major metropolitan markets before expanding to other cities, with sales planned through retail chains, e-commerce platforms and premium distribution channels.