Aditya Birla Group has announced a strategic partnership between its hospitality arm, Aditya Birla New Age Hospitality (ABNAH), and Denmark-based global café chain JOE & THE JUICE, marking the Group’s entry into India’s organized café market. The move aligns with ABNAH’s broader ambition to build a scalable and diversified food services portfolio across formats, price points, and consumption occasions.
Founded in Copenhagen in 2002, JOE & THE JUICE has built a strong global presence with over 480 outlets across Europe, the US, the Middle East, Africa, and Asia. The brand is known for its freshly prepared juices, shakes, coffee, and made-to-order sandwiches, positioned at the intersection of health, convenience, and community-led café culture. The first flagship JOE & THE JUICE outlet in India is expected to open in the second half of 2026.
With this partnership, JOE & THE JUICE joins Aditya Birla Group’s growing food and beverage portfolio, which includes global names such as Yauatcha, Hakkasan, and Nara Thai, alongside home-grown concepts like CinCin, Ode, Waarsa, and Supa San. The addition reflects the Group’s focus on premium, experiential dining and scalable formats tailored for urban consumers.
Commenting on the development, Aryaman Vikram Birla, Director at Aditya Birla Management Corporation and Founder of ABNAH, highlighted India’s consumption inflection point driven by rising discretionary spending, favourable demographics, and premiumization. He noted that JOE & THE JUICE fits squarely into ABNAH’s hospitality strategy, given its strong positioning around health and experience.
JOE & THE JUICE CEO Thomas Noroxe described India as a pivotal market and the brand’s first true strategic entry in Asia, citing the Aditya Birla Group’s operational strength and track record in building premium lifestyle brands as key enablers for long-term scale.
