New Delhi, Feb. 11 -- Aditya Birla Group's hospitality arm, Aditya Birla New Age Hospitality (ABNAH), announced a strategic partnership with JOE & THE JUICE to launch and operate the international cafe brand in India. This marks the group's entry into a scalable food services sector as part of its strategy to develop a diverse portfolio of brands across different occasions and price points, it said in a statement.

The Danish brand joins Aditya Birla Group's portfolio of foodservice brands, which includes international names such as Yauatcha, Hakkasan, and Nara Thai, as well as local brands such as CinCin, Ode, Waarsa, and Supa San. The first flagship store of JOE & THE JUICE is scheduled to open in the second half of 2026.

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