Denmark-based international café is known for its freshly prepared juices, shakes, coffee, and sandwiches made to order.
Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), today announced a strategic partnership with JOE & THE JUICE to launch and operate the international café brand in India. This marks Aditya Birla Group’s foray into scalable food services format as part of its strategy to build a comprehensive portfolio of brands, in this category, straddling across occasions and price points.
The Danish brand joins Aditya Birla Group’s growing portfolio of food services brands, comprising international brands like 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 has grown to more than 480 locations across Europe, the United States, the Middle East, Africa and Asia. JOE & THE JUICE is as much about culture and community as it is about ingredients.
Announcing this strategic partnership, 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. 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.”
On this occasion, JOE & THE JUICE’s CEO Thomas Noroxe said,
“We view India as a pivotal market in our long-term growth strategy and are 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. 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.”
JOE & THE JUICE was advised by AMBIT CAPITAL PRIVATE LIMITED.
Source: Aditya Birla Group
