🇩🇰 Du finder den danske version af denne artikel her.

JOE & THE JUICE continues its international growth journey. Over the past months, the Danish café brand has steadily announced new collaborations with high-profile brands and personalities. This week, one of its most strategically significant agreements came to fruition: JOE & THE JUICE has partnered with one of India’s largest conglomerates, Aditya Birla Group.

At its core, the deal represents a long-term investment in a new market. The ambition is to open up to 90 stores across India, without committing to an aggressive rollout. The approach is measured and deliberate.

It’s worth noting that these stores are not included in JOE & THE JUICE’s global target of 1,000 locations by 2028.

This partnership offers a closer look at the brand’s expansion plans and introduces a new collaborator — one of the world’s wealthiest and most influential families.

Aryaman Vikram Birla, director of Aditya Birla Management Corporation Private Limited
& Thomas Noroxe, CEO of JOE & THE JUICE

The new partnership marks a significant milestone in JOE & THE JUICE’s remarkable growth. It represents the brand’s first genuine strategic foray into Asia.

Aditya Birla Group is one of India’s largest conglomerates, with operations spanning textiles, cement, metals, telecommunications, finance, and foodservice. Founded in 1857, the group today has a global footprint employing thousands of people.

The company is owned by the Aditya Birla family, one of the country’s most prominent business dynasties.

The timing of the agreement comes shortly after a new EU–India trade deal, which JOE & THE JUICE views as a favorable development for market access and long-term opportunities.

Thomas Noroxe, CEO of JOE & THE JUICE, says:

“We see India as a pivotal market in our long-term growth strategy and are proud to partner with Aditya Birla Group on this journey. This marks JOE & THE JUICE’s first genuine strategic foray into Asia, in a market experiencing rapid development, where consumer preferences are evolving quickly, particularly towards premium and health-focused offerings.

With Aditya Birla Group’s strong operational capabilities and proven experience in building and managing premium lifestyle brands, we have an ideal platform to launch and scale JOE & THE JUICE.”

We also received a statement from Aryaman Vikram Birla, director of Aditya Birla Management Corporation Private Limited and founder of ABNAH. He explains:

“India is at a pivotal moment in terms of consumption, driven by structural tailwinds such as rising discretionary spending, favorable demographics, and the shift towards premiumisation. The Aditya Birla Group has been expanding across a diverse range of consumer businesses, including fashion and lifestyle, food services, jewellery, paints, and digital-first brands. Anchored in deep insights, category expertise, and operational efficiency, the Group is well positioned to develop and scale differentiated brands for India’s aspirational consumers.

We believe that JOE & THE JUICE is uniquely situated at the intersection of health, convenience, and experience. It aligns perfectly with our hospitality strategy and provides a strong foundation for scalable formats.”

Stay updated on the most exciting stories, tips, and interviews. Sign up for our newsletter and get it all delivered straight to your inbox. Over 60,500 already on the list. We send it once a week!