RI Exclusive: Aditya Birla New Age Hospitality Launches First Café Brand ‘in good co’ in Delhi

Aditya Birla New Age Hospitality (ABNAH) has entered India’s fast-growing café segment with the launch of its first homegrown café brand, ‘in good co’, opening its debut outlet in Greater Kailash 2 (GK2), Delhi.

Positioned as a contemporary neighbourhood café, the brand aims to blend global café culture with distinctly Indian sensibilities, targeting consumers who increasingly seek experiences, community, and cultural relevance alongside food and beverages.

According to Aryaman Birla, Director, The Aditya Birla Group, the launch comes at a time when India’s café and bakery market, estimated at ₹35,000-40,000 crore, continues to witness strong double-digit growth. Consumer research conducted by the company across more than 1,000 consumers in multiple cities revealed a significant gap in the market for a café concept that reflects modern Indian identity rather than relying solely on Western-inspired formats.

“India didn’t just adopt café culture; it reinvented it,” the company noted, acknowledging the role played by pioneers such as Café Coffee Day in popularizing café culture and Starbucks in elevating the category,” he shared in a Linkedin Post.

Built around the philosophy of ‘Progressive Indianness’, ‘in good co’ offers a menu where an Americano sits comfortably alongside chai and filter coffee, reflecting the evolving tastes of Indian consumers who move seamlessly between global and local food cultures.

The brand’s second pillar, Neighbourhood, focuses on creating stores that are deeply connected to their local communities. Each outlet is designed to celebrate local creators through art, books, merchandise, crockery, and other curated elements, ensuring that no two cafés feel identical.

The third pillar, Extraordinariness, centers on elevating everyday moments through thoughtful details—from complimentary accompaniments such as rusks and palmiers to design elements, hidden surprises, and the brand’s signature “Champion Blue” identity.

The launch of ‘in good co’ further expands Aditya Birla New Age Hospitality’s portfolio as it looks to build a presence across multiple foodservice categories. The company said the new café concept complements its partnership with JOE & THE JUICE, enabling it to participate in both premium experiential formats and scalable, high-frequency consumption occasions.

With the opening of its first café in Delhi, ‘in good co’ aims to create a distinctly Indian café experience that combines quality beverages, community engagement, and culturally relevant storytelling for the country’s next generation of consumers.