Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), has announced a strategic partnership with Denmark-based café chain Joe & The Juice to launch and operate the international brand in India.

The move marks Aditya Birla Group’s entry into a scalable food services format, aligned with its strategy to build a comprehensive portfolio of brands across occasions and price points within the category.

Founded in Copenhagen in 2002, Joe & The Juice is recognised globally for its freshly prepared juices, shakes, coffee and made-to-order sandwiches. 

Over the years, the brand has expanded to more than 480 locations across Europe, the United States, the Middle East, Africa and Asia.

The Danish café chain joins Aditya Birla Group’s expanding food services portfolio, which includes international brands such as Yauatcha, Hakkasan and Nara Thai, alongside home-grown concepts including CinCin, Ode, Waarsa and Supa San.

The first flagship Joe & The Juice outlet in India is targeted to open in the second half of 2026. Beyond its menu offerings, the brand positions itself as a culture-led concept that blends community and lifestyle with its food and beverage experience.

Aryaman Vikram Birla, director, Aditya Birla Management Corporation and founder, ABNAH, said, “India is at an inflexion 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. 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. We believe that 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.”