BREWING GREEN: MATCHA IN MOTION

From emerging startups to premium labels, see how retailers are turning matcha tea into one of India's fastest growing beverage segments.

- BY PALLAVI CHOUDHARY

The popularity of matcha tea in India is surging in 2025, extending beyond metros to Tier II and III cities.

Fueled by health awareness among urban millennials and Gen Z, its presence is expanding in cafés, e-commerce platforms, and creative food offerings. Originating from Japan, this powdered green tea made from shade-grown leaves is popular as a morning drink thanks to its calming and focus-boosting qualities. In India, it is mainly grown in Assam and other high-altitude regions.

Matcha is particularly popular among fitness enthusiasts and social media influencers, who not only create trends among youths but also educate consumers. Major brands, including Starbucks, Blue Tokai, Boba Bhai, Bree Matcha, Luxmi Tea, and Café Delhi Heights, are offering matcha tea and increasing their retail presence to meet customer demand. In 2024, the Indian matcha tea market could generate around $104 million in revenue, and it is planning to reach $167.8 million by 2030.

Myths about Matcha Tea

In India, many see matcha as just regular green tea, thinking all matcha tastes the same and has the same caffeine levels, a common misconception. In reality, matcha is packed with antioxidants, provides steady energy through gradual caffeine release, and offers a distinct umami flavor when appropriately prepared. Beyond a beverage, it’s a dynamic ingredient for creative cuisine. These brands strive to blend innovation with matcha’s authentic tradition.

Shah said, “At Essenzaa Nutrition, we blend tradition with modern science.