In a significant move within India’s organised café and food services segment, Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), has announced a strategic partnership with Danish café chain JOE & THE JUICE. The collaboration will see ABNAH launch and operate the international brand in India, with the first flagship outlet scheduled to open in the second half of 2026.
The development marks the Group’s entry into a scalable, quick-service food and beverage format, reinforcing its broader strategy to build a diversified portfolio across occasions and price points. The Group already operates a strong mix of global and home-grown brands, including international names such as Yauatcha, Hakkasan and Nara Thai, alongside domestic concepts like CinCin, Ode, Waarsa and Supa San.
Founded in Copenhagen in 2002, JOE & THE JUICE has grown into a global café brand with over 480 outlets across Europe, the United States, the Middle East, Africa and Asia. Known for its focus on fresh juices, coffee and a health-forward menu positioned within a contemporary, high-energy environment, the brand caters to urban consumers seeking convenience blended with lifestyle appeal.
Commenting on the partnership, Aryaman Vikram Birla, Director, Aditya Birla Management Corporation and Founder of ABNAH, highlighted India’s evolving consumption landscape. He noted that rising discretionary spending, favourable demographics and an increasing premiumisation trend are creating strong structural tailwinds for new-age consumer brands.
He added that the Aditya Birla Group has been steadily expanding across multiple consumer-facing sectors including fashion and lifestyle, food services, jewellery, paints and digital-first ventures. With its experience in category building, operational efficiencies and deep market insights, the Group is well positioned to scale differentiated hospitality formats for India’s aspirational consumers.
Birla further stated that JOE & THE JUICE sits at the intersection of health, convenience and experience, aligning closely with ABNAH’s vision for the hospitality business. The launch is expected to lay the groundwork for a scalable café format in India’s rapidly expanding premium food services market.
