The Aditya Birla Group has announced a strategic partnership with global cafe brand Joe & The Juice to introduce the premium lifestyle cafe chain to the Indian market. The collaboration marks a significant step in expanding the Group’s presence in the fast-growing food and beverage segment while bringing an internationally recognized brand to India’s evolving urban consumer base.
Founded in Copenhagen in 2002, Joe & The Juice has built a strong global footprint across Europe, the United States, and the Middle East, known for its contemporary store design, health-focused juices, coffee offerings, and signature sandwiches. The brand has positioned itself as a lifestyle-driven café concept catering to young, urban consumers seeking convenient and premium-quality offerings.
Thomas Noroxe, CEO, JOE & THE JUICE, on his LinkedIn expressed, “Partnering with Aditya Birla Group gives us a strong foundation to launch and scale JOE & THE JUICE in India the right way – with local insight, operational excellence and a shared ambition to build something for the long term.”
Aryaman Vikram Birla, Director, Aditya Birla Group, through his LinkedIn said, “As we build our hospitality platform, Aditya Birla New Age Hospitality (ABNAH), our focus has been clear: to curate everyday premium experiences and brands that integrate seamlessly into people’s lives as India moves toward more thoughtful premiumisation and higher-quality daily consumption.” he also added, “We are committed to building JOE & THE JUICE for the Indian consumer with the same rigor, authenticity, and energy that the brand stands for globally.”
Through this partnership, Aditya Birla Group aims to leverage its strong retail expertise, market understanding, and operational scale to establish and expand Joe & The Juice across key metropolitan cities in India. The launch aligns with the growing demand for premium café experiences and healthier beverage alternatives among India’s Gen Z and millennial consumers.
