Aditya Birla Group's hospitality unit Aditya Birla New Age Hospitality (ABNAH) has entered a partnership with Danish café chain Joe & The Juice to launch and operate the brand in India.

The agreement marks Aditya Birla Group’s entry into a scalable food services format, in line with its plan to build a broad portfolio of brands in the category.

Joe & The Juice will be added to the group’s existing food services line-up, which includes international brands and home-grown concepts.

ABNAH founder Aryaman Vikram Birla said: “India is at an inflection point of consumption, led by structural tailwinds of rising discretionary spending, favourable demographics and premiumisation.

“We believe that Joe & The Juice is uniquely positioned at the convergence of health, convenience, and experience. It squarely fits into our strategy for the hospitality business and sets a strong foundation for scalable formats.”

The first Joe & The Juice outlet in India is planned to open in the second half of 2026.

Founded in Copenhagen in 2002, Joe & The Juice has expanded to more than 480 stores across the Middle East, Europe, Africa, Asia and the US. It primarily serves coffee, juice, and sandwiches.

Joe & The Juice’s CEO Thomas Noroxe added: “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.

“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.