Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), has announced a strategic partnership with Denmark-based café chain JOE & THE JUICE to launch and operate the brand in India. The move marked the Group’s entry into a scalable food services format as part of its broader strategy to expand its portfolio across consumer categories.
The partnership has added JOE & THE JUICE to the Group’s existing food services portfolio, which has included international brands such as Yauatcha, Hakkasan and Nara Thai, along with home-grown brands including CinCin, Ode, Waarsa and Supa San. The companies have confirmed that the first flagship JOE & THE JUICE outlet has been targeted to open in the second half of 2026.
Founded in Copenhagen in 2002, JOE & THE JUICE has expanded to more than 480 locations across Europe, the United States, the Middle East, Africa and Asia. The brand has been known for freshly prepared juices, shakes, coffee and made-to-order sandwiches. The India entry has formed part of its ongoing international expansion strategy.
“India is at an inflection point of consumption, led by structural tailwinds of rising discretionary spending, favourable demographics and premiumisation. The Aditya Birla Group has been expanding across diverse consumer businesses including fashion and lifestyle, food services, jewellery, paints, and digital-first brands. Anchored in deep insights, category understanding, and operational efficiencies, the Group is well placed to build, and scale differentiated brands for India’s aspiring consumers.
We believe that JOE & THE JUICE is uniquely positioned at the convergence of health, convenience, and experience. It squarely fits into our strategy for the hospitality business and sets a strong foundation for scalable formats.”- Aryaman Vikram Birla, Director, Aditya Birla Management Corporation Private Limited and founder of ABNAH
“We view India as a pivotal market in our long-term growth strategy and are proud to partner with the Aditya Birla Group on this journey. This marks JOE & THE JUICE’s first true strategic entry in Asia – into a market experiencing rapid development, with consumer preferences evolving quickly, particularly towards premium and health-focused offerings. With the Aditya Birla Group’s strong operational capabilities and proven track record in building and operating premium lifestyle brands, we have an ideal platform to launch and scale JOE & THE JUICE.
At JOE & THE JUICE, our core philosophy has always been about pushing the envelope – spreading the benefits of health, wellness and community.”- Thomas Noroxe, CEO, JOE & THE JUICE
