What’s Brewing: The Rise of Matcha Cafes in India

The global trend of matcha started with Hollywood actor Gwyneth Paltrow, who had posted on social media, about trying a matcha latte at a local coffee shop way back in 2015. For some, drinking matcha was just a status symbol while presently people are increasingly going after it for health benefits. Since, people are going crazy for trying to be healthy; matcha is one of the most preferred options in India. With the use of social media and influencers promoting the healthier options, many restaurants are coming up with matcha drinks or desserts. So, ever wondered what is the origin of it?

Origin of Matcha

More than 900 years ago, a Buddhist monk imported matcha from the Chinese Tang era to Japan. Since then, matcha has been seen as an important component of the Zen Buddhist. Matcha, which means "powdered tea" in Japanese, is either a beverage or a component of the food preparation process. This tea is served at their tea rituals and has held a high status for ages. This stimulating beverage is a member of the green tea family. 

According to reports, the matcha market would be valued USD 2.36 billion in 2024 and rise at a compound annual growth rate (CAGR) of 4.17% to reach USD 2.89 billion by 2029.

Emerging trends

More creative flavor combinations are probably in store as companies try to reach a larger market. Innovative pairings like matcha chocolate or matcha-infused energy bars, as well as matcha-infused drinks like kombucha or sparkling water is on trend. There are countless options because of its potent antioxidants; matcha is an excellent choice to be the next major ingredient in skincare products.

Tech-driven Matcha experiences

The food and beverage business has undergone a technological transformation, and the matcha sector is no different. Future matcha experiences will likely be tech-driven and tailored toward the needs of the contemporary consumer. For matcha consumers, Virtual reality (VR) and Augmented reality (AR) have the potential to bring ancient Japanese tea ceremonies to life through immersive and beneficial experiences.

The Rise of Matcha Cafés in India

Expressing her viewpoints, Pinky Chandan Dixit, Chef & Owner at Aamchee explained that “Over the years, matcha has evolved from a traditional Japanese tea ceremony staple into a global phenomenon. We’ve seen firsthand how it’s gained popularity, not just for flavours, but for its health benefits like the ability to boost metabolism. The market for matcha is expanding widely because of both consumer demand for healthier options and the influence of social media, where influencers and nutritionists regularly share matcha recipes and benefits. We’ve seen it grow from a niche product into an everyday item, featured not just in tea but in desserts, smoothies, and even beauty products. If we talk about challenges, matcha is still relatively new to many regions, and its higher price point can be a hurdle. It will still take time for consumers to fully embrace it so innovations like matcha-infused snacks and beverages have made it more accessible and versatile. Because it offers a unique flavour and a sense of mindful, elevated consumption, we believe matcha is here to stay, and as consumer awareness grows, its place in restaurants and cafés like ours will grow too.”

“Historically the use of matcha in restaurants was limited to high end kaiseki meals and speciality establishments focussed on Japanese tradition. In 2000s, matcha was introduced in modern Japanese cafes and tea houses as a key ingredient in matcha lattes & desserts .It soon gained global popularity largely driven by social media and the rise of wellness culture owing to its various health benefits and it became a fashionable ingredient in cafes with matcha lattes, smoothies and baked goods. The use of Matcha has grown and diversified into products such as matcha infused cocktails, sauces, cheesecakes, puddings etc. The challenges faced in this segment are high cost, taste, sourcing, storage and the fact that using it in F & B is time consuming and skill based,” commented Ashish Singh, COO & Culinary Director at Cafe Delhi Heights who added that it's trending because of both consumer demand and its perceived health benefits. 

Health-consciousness among the consumers

Speaking about the various matcha-infused drinks, Pallavi Shetty, Founder of Luuma House said, “The evolution of matcha in the restaurant industry has been significant over the past decade, growing from a niche ingredient in traditional Japanese tea ceremonies to a mainstream global trend. Initially introduced in upscale cafes and health-conscious eateries, matcha’s popularity surged due to its rich antioxidant profile, unique flavor, and versatility. Its applications now span from lattes and desserts to savory dishes, with restaurants incorporating matcha into diverse menus. We also have introduced Matcha in our dessert menu - The ‘Matcha-Misu’ in our dessert menu is a twist on the classic Italian Tiramisu.”

She added, “The global matcha market was valued at around $3 billion in 2022 and is expected to continue growing as consumers prioritize wellness. However, challenges remain, including expecting customers to know the difference between premium and lower-grade matcha, high production costs, and sustainability concerns in sourcing matcha. Future innovations in the segment include matcha-infused cocktails, plant-based matcha products, and creative uses in fine dining, signaling a bright but competitive future for matcha in the restaurant world.”

Elaborating on good-quality macha, Karreena Bulchandani, Founder, Mokai said, “Finding good-quality matcha is important, especially in countries where it’s still new. Social media has helped make matcha more appealing, with celebrities and influencers frequently seen with matcha drinks. While some people enjoy its taste right away, others take time to adjust. Matcha also has several health benefits, like improving focus, boosting metabolism, supporting the immune system, and even helping detox the body” who added that the challenges are more in making a proper matcha.

The water temperature must be precise, and we only use wooden or bamboo tools to maintain its authentic flavor, avoiding steel, which can alter the taste. We exclusively use ceremonial-grade matcha to ensure a premium experience, crucial in introducing such a new ingredient to a tea-loving country.

We are developing a menu with options like 'whisk your own matcha,' matcha shots, and a matcha-misu drink. While matcha is still an acquired taste, we carefully balance it with natural ingredients like strawberries or mangoes to enhance the flavor without overpowering it. With India slowly embracing matcha’s health benefits, we aim to promote it alongside coffee,” she added.

While, it has been said that the consumption of matcha will increase in the long run as people are still educating themselves with the benefits and restaurants venturing in to this segment. This niche industry is bound to grow more in the near future.