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Aditya Birla New Age Hospitality (ABNAH) has signed a partnership with Danish café chain JOE & THE JUICE to bring the global brand to India. The first flagship store is expected to open in the second half of 2026.
Think of JOE & THE JUICE as a trendy, global café brand that sells fresh juices, smoothies, coffee, and healthy sandwiches. It operates over 480 stores worldwide, especially in Europe and the US, and is popular with young, urban consumers.
Why it matters: Aditya Birla already runs high-end restaurant brands like Yauatcha and Hakkasan. But those are fine-dining. JOE & THE JUICE is different, it’s a scalable, everyday format that can open in malls, airports, and business districts.
Urban millennials and Gen Z consumers increasingly prefer quick, Instagram-friendly, health-focused food options. The real test will be pricing.
Big picture: India’s café culture is booming. The organised café market is estimated at over ₹5,000–6,000 crore and is growing at 15–20% annually, much faster than traditional quick-service restaurants.
International chains like Starbucks now operate 400+ stores in India, while homegrown players like Blue Tokai are expanding aggressively across metros and Tier-1 cities.
With rising disposable incomes, urban consumers are spending more on premium coffee, smoothies, and quick, health-focused bites, making the café segment one of the fastest-growing pockets of discretionary consumption.
