Why matcha is India’s new caffeine ritual

Ria Bhatia
Jan 28, 2026, 09:03 AM

Matcha: Gen Z's newest discovery

Sometime in 2025, matcha entered the global beverage conversation with a one-way ticket. The niche import from Japan quickly became Gen Z’s preferred caffeine ritual.

The growing popularity of matcha

Matcha is now a caffeine flex and fix. In India, the matcha tea market generated $41.9 million in revenue in 2024 and is projected to reach $96.4 million by 2033.

The best matcha in India #1: Noon

Sourced from the finest, freshest batch of first-harvest young leaves, this matcha powder makes the frothiest, creamiest matcha lattes.

The best matcha in India #2: Glow Glossary

Among the first brands to introduce matcha in India, Glow Glossary sources its tencha leaves from some of the oldest harvest farms in Shizuoka, Japan, stone-ground for an authentic flavour.

The best matcha in India #3: Mezame

Sweet, earthy, and creamy, it leaves a clean aftertaste, making it an ideal base for hot and cold lattes, smoothies, and brews like Usacha (no-milk matcha).

The best matcha in India #4: ILEM Japan

ILEM’s matcha powder is sourced from Kagoshima. Rich and creamy, it packs an earthy punch and pairs well with all forms of Japanese tea rituals.

The best matcha in India #5: Matcha Matcha

From berries to cinnamon, this is the best matcha in India for at-home recipes. It features an umami taste that lingers with an authentic matcha flavour, without feeling too overpowering or bitter.

The best matcha in India #6: Superbrew

SuperBrew offers two variants—one sourced from Kagoshima and the other from Kyoto. Both matcha powders come in an ultra-fine milled texture, making the sifting process a cakewalk.