MAM
Aditya Birla Group squeezes Joe & The Juice into Indian market
Strategic tie-up with Joe & The Juice brings Danish cool and healthy brews to India.
MUMBAI: India’s hospitality scene is about to get a healthy shot of adrenaline, and for once, the “daily grind” sounds like a very good thing. Aditya Birla New Age Hospitality (ABNAH) has officially shaken hands with the Danish cult-favourite Joe & The Juice, marking the conglomerate’s first serious foray into the scalable, fast-casual food sector. It’s a move that suggests the Group is thirsty for more than just industrial dominance; they’re eyeing the premium lifestyle cup, and it’s looking decidedly green.
Founded in Copenhagen in 2002, Joe & The Juice has spent two decades fermenting a global empire, boasting over 480 locations spanning Europe, the US, the Middle East, Africa, and Asia. Known for its high-octane atmosphere and health-conscious menu, the brand is as much about the “vibe” as it is about the vitamins.
The first Indian flagship store is slated to pop its cork in the second half of 2026.
ABNAH isn’t exactly a newcomer to the table. This partnership adds a fresh layer to a portfolio that already features heavy hitters like:
- International Stars: Yauatcha, Hakkasan, and Nara Thai.
- Home-grown Hits: Cincin, Ode, Waarsa, and Supa San.
ABNAH founder Aryaman Vikram Birla noted that India is currently at a “consumption inflection point.” With rising discretionary spending and a growing appetite for “premiumisation,” the Group is betting big that Joe & The Juice’s mix of health and convenience will hit the sweet spot for aspiring Indian consumers.
For Joe & The Juice, this isn’t just another pin on the map. Joe & The Juice CEO Thomas Noroxe described the move as their “first true strategic entry in Asia,” citing India’s rapidly evolving preference for wellness-focused offerings. With Ambit Capital advising the deal, the partnership aims to leverage the Aditya Birla Group’s massive operational muscle to scale the brand across the country.
While the Group continues to expand into everything from jewellery to paints, this latest venture proves that when it comes to the business of taste, they’re ready to serve up something refreshing.
