Aditya Birla Group partners JOE & THE JUICE to launch Danish cafe chain in India

New Delhi: Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH) has announced a 'strategic' partnership with JOE & THE JUICE to launch and operate the international café brand in India.

The company said this development marks Aditya Birla Group’s foray into the scalable food services format as part of its strategy to build a portfolio of brands in this category, straddling across occasions and price points.

The Danish brand joins Aditya Birla Group’s portfolio of food services brands, that includes international brands such as Yauatcha, Hakkasan and Nara Thai and home-grown brands such as CinCin, Ode, Waarsa and Supa San. The first flagship of JOE & THE JUICE store is targeted to open in the second half of 2026.


Founded in Copenhagen in 2002, JOE & THE JUICE is present in over 480 locations across Europe, the United States, the Middle East, Africa and Asia.

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," he said. "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," he added.

He said 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," he added.

Thomas Noroxe, CEO of JOE & THE JUICE said the brand views India as a 'pivotal market' in its long-term growth strategy and is 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," he said.

"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," he added.

JOE & THE JUICE was advised by Ambit Capital Private Limited.

Founded in 2021 by Aryaman Vikram Birla, Aditya Birla New Age Hospitality (ABNAH), has grown to a portfolio of nine brands, operating across 13 locations in four cities.