Mumbai: Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), has announced a strategic partnership with Denmark-based international café chain JOE & THE JUICE to launch and operate the brand in India. The move marks the Group’s entry into a scalable food services format as part of its broader strategy to build a comprehensive portfolio of brands across occasions and price points.
Founded in Copenhagen in 2002, JOE & THE JUICE is known for its freshly prepared juices, shakes, coffee and made-to-order sandwiches. The brand has expanded to over 480 locations across Europe, the United States, the Middle East, Africa and Asia, positioning itself at the intersection of health, convenience and community-driven café culture.
With this partnership, JOE & THE JUICE joins Aditya Birla Group’s expanding food services portfolio, which includes international brands such as Yauatcha, Hakkasan and Nara Thai, along with home-grown concepts including CinCin, Ode, Waarsa and Supa San. The first flagship JOE & THE JUICE outlet in India is targeted to open in the second half of 2026.
Announcing the partnership, Aryaman Vikram Birla, Director, Aditya Birla Management Corporation Private Limited and Founder of ABNAH, said, “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.”
Highlighting India’s strategic importance, Thomas Noroxe, CEO of JOE & THE JUICE, said, “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.”
The partnership underscores Aditya Birla Group’s continued push into high-growth consumer segments and premium experiential formats, aligning with evolving urban consumption trends in India.
JOE & THE JUICE was advised by AMBIT Capital Private Limited.
