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Aditya Birla Group's hospitality arm, Aditya Birla New Age Hospitality (ABNAH) has announced a 'strategic' partnership with JOE & THE JUICE to launch and operate the international cafe brand in India
Aditya Birla Group's hospitality arm, Aditya Birla New Age Hospitality (ABNAH) has announced a 'strategic' partnership with JOE & THE JUICE to launch and operate the international cafe brand in India.
The company said this development marks Aditya Birla Group's foray into the scalable food services format as part of its strategy to build a portfolio of brands in this category, straddling across occasions and price points.
The Danish brand joins the group's portfolio of food services brands that includes international ones such as Yauatcha, Hakkasan and Nara Thai, and home-grown brands such as CinCin, Ode, Waarsa and Supa San. The first flagship of JOE & THE JUICE store is targeted to open in the second half of 2026.
