Aditya Birla Group Partners JOE & THE JUICE to Debut Danish Café Chain in India

Aditya Birla Group has entered into a strategic partnership with JOE & THE JUICE to introduce the international café concept to the Indian market. The expansion will be driven by the conglomerate’s hospitality venture, Aditya Birla New Age Hospitality (ABNAH), marking the Group’s formal entry into scalable quick-service and café-led formats.

The first flagship outlet is expected to open in the latter half of 2026, signalling the beginning of a broader growth plan in India’s premium food and beverage segment.

Expanding a Diversified Food Services Portfolio

The launch strengthens the Group’s existing hospitality presence, which includes global dining brands such as Yauatcha, Hakkasan and Nara Thai, alongside domestic concepts like CinCin, Ode, Waarsa and Supa San.

With this addition, the Group is broadening its offerings across varied price tiers and dining occasions, targeting urban consumers whose spending patterns are increasingly shifting toward premium, experience-led formats.

Aryaman Vikram Birla, Director at Aditya Birla Management Corporation Private Limited and Founder of ABNAH, noted that India’s consumption landscape is undergoing structural transformation. Rising discretionary income, favourable demographics and aspirational demand are creating headroom for new-age hospitality brands. He added that the café chain aligns with the Group’s long-term ambition to build differentiated consumer businesses at scale.

India: A Strategic Growth Market for JOE & THE JUICE

Founded in Copenhagen in 2002, JOE & THE JUICE has expanded to over 480 outlets across Europe, North America, the Middle East, Africa and parts of Asia. The brand is known for its focus on fresh juices, coffee, sandwiches and an energetic in-store culture centred on community engagement and lifestyle appeal.

Thomas Noroxe, Chief Executive Officer of JOE & THE JUICE, described India as a key pillar in the company’s global expansion roadmap. He highlighted the country’s rapid urban development and the accelerating preference for health-oriented, premium consumption experiences as major drivers behind the decision.

Noroxe added that partnering with Aditya Birla Group provides operational depth and local market expertise, positioning the Danish chain for a structured and scalable rollout in one of the world’s fastest-growing consumer markets.

Advisory and Strategic Outlook

The transaction advisory for JOE & THE JUICE was handled by Ambit Capital Private Limited.

Industry analysts note that India’s organised café and quick-service ecosystem has witnessed consistent expansion, fuelled by young demographics and evolving lifestyle preferences. The entry of another international café operator under the stewardship of a large Indian conglomerate is expected to intensify competition while accelerating premiumisation within the segment.

With its upcoming flagship launch slated for 2026, the partnership sets the stage for a new chapter in India’s evolving café culture.