Aditya Birla Group’s ABNAH partners with JOE & THE JUICE to launch café brand in India

Aditya Birla New Age Hospitality (ABNAH), the hospitality arm of Aditya Birla Group, announced a strategic partnership with JOE & THE JUICE to launch and operate the international cafe brand in India. This marks the group’s entry into a scalable foodservice sector as part of its strategy to develop a diverse portfolio of brands across different occasions and price points, it said in a statement.

The Danish brand joins the Aditya Birla Group’s portfolio of foodservice brands, which includes international names such as Yauatcha, Hakkasan and Nara Thai, as well as local brands such as CinCin, Ode, Waarsa and Supa San. JOE & THE JUICE’s first flagship store is planned to open in the second half of 2026.

Founded in Copenhagen in 2002, JOE & THE JUICE has grown to more than 480 locations in Europe, the United States, the Middle East, Africa and Asia.

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 in consumption, led by rising discretionary spending, favorable demographics and structural headwinds from premiumization. The Aditya Birla Group is expanding across diverse consumer businesses, including fashion and lifestyle, food services, jewellery, paints and digital-first brands.

Speaking about the collaboration, Thomas Noroxe, CEO of JOE & THE JUICE, said: “We see India as a key 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 into Asia; a market where consumer preferences are rapidly evolving, particularly towards premium and health-focused offerings.”

About ABNAH

Founded by Aryaman Vikram Birla in 2021, ABNAH began its journey with the opening of Jolie’s, a members-only club. ABNAH entered the premium dining sector in 2023 by acquiring Michelin-recognized brands such as Hakkasan, Yauatcha, Nara Thai, and popular local favorite CinCin. He also introduced new concepts such as Ode, Supa San and Waarsa. In two years, ABNAH has grown to a portfolio of nine brands operating in 13 locations in four cities.