Aditya Birla New Age Hospitality (ABNAH), the hospitality arm of Aditya Birla Group has announced a strategic partnership with Joe & The Juice, a Denmark-based F&B chain.
This marks Aditya Birla Group’s foray into scalable food services format as part of its strategy to build a comprehensive portfolio of brands, in this category, straddling across occasions and price points.
The Danish brand joins Aditya Birla Group’s growing portfolio of food services brands, comprising international brands like Yauatcha, Hakkasan and Nara Thai and home-grown brands such as CinCin, Ode, Waarsa and Supa San.
The first flagship of JOE & THE JUICE store is targeted to open in the second half of 2026.
Aryaman Vikram Birla, Director, Aditya Birla Management Corporation said, “India is at an inflection point of consumption, led by structural tailwinds of rising discretionary spending, favourable demographics and premiumisation.
Aditya Birla Group has been expanding across diverse consumer businesses including fashion and lifestyle, food services, jewellery, paints, and digital-first brands.
Anchored in deep insights, category understanding, and operational efficiencies, the Group is well placed to build, and scale differentiated brands for India’s aspiring consumers.”
Thomos Noroxe, CEO, Joe & The Juice said, “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.
This marks JOE & THE JUICE’s first true strategic entry in Asia – into a market experiencing rapid development, with consumer preferences evolving quickly, particularly towards premium and health-focused offerings.
With 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.
Editor’s Note
The eponymous Aditya Birla group has been strengthening its retail business over the past decade.
The company started with fashion brands such as Peter England, Louis Phillippe, Van Heusen and Allen Solly over 3 decades ago.
In the late 2000s, the company entered the grocery retail business with More. supermarkets and hypermarkets and the same was acquired by Amazon and Samara Capital a few years later.
Similarly, the group exited several non-core businesses, while it started investing and acquiring various fashion labels and brands including designer-wear.
The foray in to casual F&B is indeed an interesting step, though the gestation period for this business is way too long and needs deep pockets.
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