Last updated : February 20, 2026 3:29 pm
The first flagship store of JOE & THE JUICE is expected to open in India in the second half of 2026.
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. This marks Aditya Birla Group’s foray into a scalable food services format as part of its strategy to build a comprehensive portfolio of brands in this category.
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. The brand is present in more than 480 locations across Europe, the United States, the Middle East, Africa and Asia.
“India is at an inflection point of consumption, led by structural tailwinds of rising discretionary spending, favourable demographics and premiumisation,” said Aryaman Vikram Birla, Director of Aditya Birla Management Corporation Private Limited and founder of ABNAH. “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 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,” said Thomas Noroxe, CEO of JOE & THE JUICE. “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.”