Aditya Birla Group has signed a strategic partnership with Denmark-based international coffee shop chain JOE & THE JUICE to bring the brand to India, marking the conglomerate’s foray into a scalable foodservice format as it deepens its presence in consumer-oriented businesses.

The partnership will be led by Aditya Birla New Age Hospitality (ABNAH), the Group’s hospitality arm, which will launch and operate JOE & THE JUICE outlets across the country. The first flagship store will open in the second half of 2026, the company said.

Founded in Copenhagen in 2002, JOE & THE JUICE is known for its freshly made-to-order juices, smoothies, coffees and sandwiches. The brand has expanded rapidly over the years and currently operates more than 480 outlets in Europe, the United States, the Middle East, Africa and Asia, positioning itself as a global coffee shop concept focused on health, convenience and community.

Announcing the partnership, Aryaman Vikram Birla, director of Aditya Birla Management Corporation and founder of ABNAH, said India is entering a critical phase of consumption-driven growth. “India is at a consumption inflection point, led by structural tailwinds of rising discretionary spending, favorable demographics and premiumization,” he said. He added that the Aditya Birla group has been expanding across multiple consumer segments, including fashion and lifestyle, food services, jewellery, paints and digital brands.

Birla said the group’s strategy is anchored on deep consumer insights and operational efficiencies. “We believe JOE & THE JUICE is uniquely positioned at the convergence of health, convenience and experience. It fits perfectly into our strategy for the hospitality business and establishes a strong foundation for scalable formats,” he said.

For JOE & THE JUICE, the launch in India marks an important milestone in its global expansion plans. Thomas Noroxe, CEO of JOE & THE JUICE, described India as a key pillar of the company’s long-term growth strategy. “We see India as a core market in our long-term growth strategy and are proud to partner with the Aditya Birla Group on this journey,” Noroxe said.

He noted that this entry represents the brand’s first true strategic expansion into Asia, coming at a time when Indian consumer preferences are rapidly evolving 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 in India,” added Noroxe.

The partnership further strengthens ABNAH’s growing food and beverage portfolio, which already includes international brands such as Hakkasan, Yauatcha and Nara Thai, as well as homegrown concepts such as CinCin, Ode, Supa San and Waarsa. Founded in 2021, ABNAH aims to become one of India’s most preferred food and beverage brand houses, operating across formats, occasions and price points.