The Aditya Birla Group has entered into a strategic partnership to bring the internationally-famous Danish café chain Joe & The Juice to India, marking a significant expansion in the conglomerate’s food services portfolio.
The move is being driven by Aditya Birla New Age Hospitality (ABNAH), which will launch and operate Joe & The Juice outlets across the country. The first flagship store is expected to open in the second half of 2026.
Founded in Copenhagen in 2002, JOE & THE JUICE has grown into a global café concept with over 480 locations across Europe, the United States, the Middle East, Africa and Asia, offering freshly made juices, smoothies, coffee and sandwiches prepared to order.
According to Aditya Birla Group leadership, this partnership represents a strategic step into a scalable food services format part of the group’s broader push to build a diversified portfolio of consumer-facing brands across occasions and price points.
JOE & THE JUICE will join ABNAH’s growing portfolio of food and beverage brands, which already includes international names like Yauatcha, Hakkasan and Nara Thai, as well as home-grown outlets such as CinCin, Ode, Waarsa and Supa San.
In a LinkedIn post announcing the development, JOE & THE JUICE said it is entering India through a strategic partnership with Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality, marking its “first true strategic entry into Asia.” The company added that it plans to open its first stores in late 2026 and looks forward to building the brand in India with a long-term focus on the country’s growing appetite for premium, health-focused and experience-led concepts.
Link to the linkedin post:
