Aditya Birla Group Enters Scalable Food Sector with JOE & THE JUICE Partnership
In a significant move to diversify its consumer business portfolio, the Aditya Birla Group has announced a strategic partnership to introduce the international café brand JOE & THE JUICE to the Indian market. This collaboration marks the group's ambitious entry into the scalable food services sector, aiming to capture India's evolving consumer preferences.
Strategic Expansion into Food Services
Aditya Birla New Age Hospitality (ABNAH), the hospitality arm of the Aditya Birla Group, revealed this partnership as part of its strategy to develop a diverse portfolio of brands across different occasions and price points. The Danish brand JOE & THE JUICE will join ABNAH's impressive lineup of foodservice brands, which includes renowned international names such as Yauatcha, Hakkasan, and Nara Thai, alongside popular local brands like CinCin, Ode, Waarsa, and Supa San.
The first flagship store of JOE & THE JUICE is scheduled to open in the second half of 2026, setting the stage for the brand's expansion across India. This timeline allows for meticulous planning and execution to ensure the brand resonates with Indian consumers.
India's Consumption Inflection Point
Aryaman Vikram Birla, Director of Aditya Birla Management Corporation Private Limited and founder of ABNAH, emphasized India's current economic landscape. "India is at an inflection point of consumption, led by structural tailwinds of rising discretionary spending, favourable demographics and premiumisation," he stated. The Aditya Birla Group has been actively expanding across diverse consumer businesses, including fashion and lifestyle, food services, jewellery, paints, and digital-first brands, positioning itself to capitalize on these trends.
JOE & THE JUICE's Global Footprint and Asian Entry
Founded in Copenhagen in 2002, JOE & THE JUICE has experienced remarkable growth, now operating more than 480 locations across Europe, the United States, the Middle East, Africa, and Asia. This partnership with the Aditya Birla Group represents the brand's first true strategic entry into Asia, specifically targeting the Indian market.
Thomas Noroxe, CEO of JOE & THE JUICE, expressed enthusiasm about the collaboration. "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," he said. "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."
ABNAH's Rapid Growth Trajectory
ABNAH, founded in 2021 by Aryaman Vikram Birla, began its journey with the launch of Jolie's, an exclusive members-only club. In 2023, the company entered the premium dining sector by incorporating Michelin-recognised brands such as Hakkasan, Yauatcha, Nara Thai, and the popular local favourite CinCin. It also introduced innovative new concepts, including Ode, Supa San, and Waarsa.
In just two years, ABNAH has demonstrated impressive growth, expanding to a portfolio of nine brands operating across 13 locations in four cities. This rapid expansion underscores the group's commitment to building a robust presence in India's hospitality and foodservice sectors.
Market Implications and Future Prospects
The partnership between Aditya Birla Group and JOE & THE JUICE is poised to leverage India's growing appetite for premium and health-conscious food options. With rising disposable incomes and a young demographic increasingly favoring international brands, this move aligns perfectly with market trends.
As the Aditya Birla Group continues to diversify its consumer-facing businesses, this collaboration not only enhances its foodservice portfolio but also strengthens its position in the competitive Indian market. The launch of JOE & THE JUICE in 2026 is expected to set new benchmarks in the café segment, offering consumers a unique blend of Danish authenticity and Indian hospitality.
