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Aditya Birla Group’s hospitality unit Aditya Birla New Age Hospitality (ABNAH) has entered a partnership with Danish caf\u00e9 chain Joe & The Juice to launch and operate the brand in India.<\/p>\n
The agreement marks Aditya Birla Group\u2019s entry into a scalable food services format, in line with its plan to build a broad portfolio of brands in the category.<\/p>\n
Joe & The Juice will be added to the group\u2019s existing food services line-up, which includes international brands and home-grown concepts.<\/p>\n
ABNAH founder Aryaman Vikram Birla said: \u201cIndia is at an inflection point of consumption, led by structural tailwinds of rising discretionary spending, favourable demographics and premiumisation.<\/p>\n
\u201cWe 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.\u201d<\/p>\n
The first Joe & The Juice outlet in India is planned to open in the second half of 2026.<\/p>\n
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.<\/p>\n
Joe & The Juice\u2019s CEO Thomas Noroxe added: \u201cWe 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.<\/p>\n
\u201cWith the Aditya Birla Group\u2019s 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.<\/p>\n
“Aditya Birla Group to introduce Joe & The Juice caf\u00e9s in India” was originally created and published by Verdict Food Service<\/a>, a GlobalData owned brand.<\/p>\n \u00a0<\/p>\n
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