Aditya Birla Group's Hospitality Arm Partners with JOE & THE JUICE for India Debut

Aditya Birla Group has entered into a strategic partnership to bring international café chain JOE & THE JUICE to India as part of its broader expansion in food services, as per news reports. 

Partnership Expands Hospitality Portfolio 

Aditya Birla New Age Hospitality, the hospitality arm of Aditya Birla Group, has partnered with JOE & THE JUICE to launch and operate the brand in India.  

The move represents the Group’s entry into scalable food services formats aimed at building a diversified brand portfolio across different occasions and price points. 

The Group already operates international brands such as Yauatcha, Hakkasan and Nara Thai, alongside home-grown concepts including CinCin, Ode, Waarsa and Supa San. 

Global Footprint and Launch Timeline 

Founded in Copenhagen in 2002, JOE & THE JUICE operates more than 480 locations across Europe, the US, the Middle East, Africa and Asia. The first flagship store in India is targeted to open in the second half of 2026. 

The partnership is positioned as part of the Group’s strategy to expand its presence across consumer-facing businesses, including fashion and lifestyle, food services, jewellery, paints and digital-first brands. 

Leadership View on Growth Strategy 

Aryaman Vikram Birla, Director at Aditya Birla Management Corporation and Founder of ABNAH, said India is at an “inflection point of consumption” driven by rising discretionary spending and premiumisation. He added that JOE & THE JUICE sits at the “convergence of health, convenience, and experience” and aligns with the Group’s hospitality growth plans. 

Read More: Ananya Birla Launches Birla Studios, Marking Aditya Birla Group’s Entry into Film Production! 

Conclusion 

With the planned launch of JOE & THE JUICE in H2 2026, Aditya Birla Group is expanding its hospitality footprint through an international café format aimed at scalable growth in India’s evolving food services market. 

Disclaimer: This blog has been written exclusively for educational purposes. The securities mentioned are only examples and not recommendations. This does not constitute a personal recommendation/investment advice. It does not aim to influence any individual or entity to make investment decisions. Recipients should conduct their own research and assessments to form an independent opinion about investment decisions.  

Investments in the securities market are subject to market risks, read all the related documents carefully before investing.