Aditya Birla Group’s hospitality arm, Aditya Birla New Age Hospitality (ABNAH), introduced a strategic partnership with JOE & THE JUICE to launch and function the worldwide café model in India. This marks the group’s entry right into a scalable meals companies sector as a part of its technique to develop a various portfolio of manufacturers throughout totally different events and value factors, it mentioned in an announcement.
The Danish model joins Aditya Birla Group’s portfolio of foodservice manufacturers, which incorporates worldwide names resembling Yauatcha, Hakkasan, and Nara Thai, in addition to native manufacturers resembling CinCin, Ode, Waarsa, and Supa San. The primary flagship retailer of JOE & THE JUICE is scheduled to open within the second half of 2026.
Based in Copenhagen in 2002, JOE & THE JUICE has grown to greater than 480 places throughout Europe, the USA, the Center East, Africa and Asia.
Saying this strategic partnership, Aryaman Vikram Birla, Director, Aditya Birla Administration Company Personal Restricted and founding father of ABNAH mentioned, “India is at an inflection level of consumption, led by structural tailwinds of rising discretionary spending, beneficial demographics and premiumisation. The Aditya Birla Group has been increasing throughout various client companies, together with vogue and life-style, meals companies, jewelry, paints, and digital-first manufacturers.
Talking on the collaboration, JOE & THE JUICE’s CEO Thomas Noroxe mentioned, “We view India as a pivotal market in our long-term development technique and are proud to accomplice with the Aditya Birla Group on this journey. This marks JOE & THE JUICE’s first true strategic entry in Asia – right into a market experiencing fast improvement, with client preferences evolving shortly, significantly in direction of premium and health-focused choices.”
About ABNAH
ABNAH, based in 2021 by Aryaman Vikram Birla, began its journey with the launch of Jolie’s, an unique members-only membership. In 2023, ABNAH entered the premium eating sector by incorporating Michelin-recognised manufacturers resembling Hakkasan, Yauatcha, Nara Thai, and the favored native favorite CinCin. It additionally launched new ideas, together with Ode, Supa San, and Waarsa. In two years, ABNAH has grown to a portfolio of 9 manufacturers, working throughout 13 places in 4 cities.