Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), has entered a strategic partnership with Danish café chain JOE & THE JUICE to launch and operate the international brand in India, marking the Group’s foray into scalable food services formats. The first flagship outlet is slated to open in the second half of 2026, expanding ABNAH’s food services portfolio alongside brands such as Yauatcha, Hakkasan, Nara Thai, CinCin, Ode, Waarsa, and Supa San. JOE & THE JUICE is a Copenhagen-founded café concept known for freshly made juices, coffee, shakes, and sandwiches, with a global footprint of over 480 locations across Europe, the US, the Middle East, Africa, and Asia.
ABNAH founder Aryaman Vikram Birla stated India is at an inflection point of consumption driven by rising discretionary spending, favourable demographics, and premiumisation, and sees the brand fitting squarely at the intersection of health, convenience and experience. The move represents JOE & THE JUICE’s first true strategic entry in Asia, with CEO Thomas Noroxe emphasising India as a pivotal market for the brand’s long-term growth strategy.
