Once the quiet centerpiece of Japanese tea ceremonies, matcha, the vibrant green powdered tea, has become a global obsession — and India is no exception. As demand skyrockets globally, from New York to New Delhi, Japanese producers are now scrambling to keep up.
Heralded for its rich umami flavor, antioxidant-packed profile, and photogenic appeal, matcha is now a fixture in wellness circles, Instagram reels, and high-end cafés. Its calming properties, thanks to L-theanine, coupled with a clean caffeine hit, have made it a darling of the health-conscious Gen Z and millennial crowd worldwide.
India, traditionally a chai-loving nation, is witnessing a quiet but strong matcha revolution. Upscale cafés in Mumbai, Delhi, and Bengaluru now offer matcha lattes, matcha cold brews, and even matcha-infused desserts. The tea is also finding its way into health food stores and online wellness platforms as part of the growing superfood wave.
“Matcha sales have grown over 300% in the past two years,” says Shreya Mehta, co-founder of a premium Indian matcha import brand. “Consumers are looking beyond turmeric and ashwagandha. Matcha feels exotic yet healthy—and that’s a powerful combination”, he added.
From boutique cafés like Blue Tokai and Third Wave Coffee to pan-India restaurant chains, menus are being updated to include matcha-based offerings. Chefs are also using culinary-grade matcha in baking—think matcha cheesecake, cookies, and even modaks during festive seasons.
Influencers and nutritionists across India are fueling its popularity through reels showing how to make iced matcha lattes at home or add a scoop to their post-yoga smoothies. Matcha is also increasingly featured in fusion dishes like matcha pani puri or matcha-infused idlis at experimental pop-ups and culinary festivals.
A Delicate Brew with Deep Roots
Derived from tencha leaves, matcha is shade-grown for weeks before harvest to concentrate flavor and nutrients. The labor-intensive process — which includes hand-picking, steaming, drying, and grinding using traditional stone mills — means that matcha is not just a drink, but a fine craft. It can take nearly an hour to produce just 40 grams of the prized powder.
“Matcha is often seen as good for your health,” said Shigehito Nishikida, manager at Tokyo’s Jugetsudo tea house. “Some drink it, some cook with it, others gift it—it’s more than a beverage now.”
Supply Under Pressure, Prices Rising
Japan produced over 4,176 tonnes of matcha in 2023, up sharply from 1,430 tonnes in 2012. But more than half is now exported, with rising demand from the U.S., Europe, Southeast Asia, and increasingly, India, which now imports premium matcha for both retail and foodservice use.
The surge in demand has also led to rising prices, with ceremonial-grade matcha selling at premium rates. Despite the cost, Indian urban consumers are embracing it as a luxury wellness ritual—a stark shift from the conventional tea culture.
A Trend that’s here to Stay?
As Indian consumers continue to explore global food trends and integrate wellness into everyday living, matcha is more than a fleeting fad. With celebrity nutritionists recommending it for mental clarity and gut health, and Indian cafés investing in imported ceremonial-grade blends, matcha’s grip on the Indian palate is only tightening.
In a country where tea is a religion, matcha may not replace chai—but it’s certainly carving out its own devoted following.