Scroll through Instagram reels or peek into the menu of any new-age café in India, and one thing stands out — matcha is everywhere. From frothy green lattes and smoothie bowls to cookies and cheesecakes, the powdered green tea has gone from being a Japanese ceremonial staple to the most Instagrammable wellness drink of Gen Z. It is not just a fad; it is a cultural shift that mirrors how young Indians are embracing global health trends while shaping them to suit their lifestyle.
Matcha’s rise reflects the global shift towards wellness, clean eating, and conscious living. People today want ingredients that are not only good for them but also versatile, visually appealing, and aspirational. Sonali Sharma, founder of Mirove Artisanal Kitchen, says, “Matcha checks all these boxes as it is premium, rooted in tradition, and yet fits seamlessly into modern lifestyles. In India, where the acceptance of green teas and superfoods has grown rapidly, matcha has moved beyond being a niche product to becoming a regular part of the culinary vocabulary. In my view, matcha has established itself as a long term staple in wellness and culinary culture. It is not just about the drink, it is about how it aligns with a lifestyle that values mindful consumption and authenticity.”
From ceremonial bowls to café counters:
Once reserved for Japanese tea ceremonies, it has now found a global following as a versatile ingredient that appeals to both tradition and innovation. In India, it has found its way into everything from whisked teas and creamy lattes to smoothies, ice creams, cakes, and pastries. Its earthy bitterness pairs beautifully with sweet and savoury notes, which makes it an exciting ingredient for chefs and mixologists. Sonali mentions, “We use matcha to highlight this versatility while staying aligned with our philosophy of mindful and soulful dining. We have crafted beverages like Matcha Latte, Matcha Iced Latte, Matcha Chai, and Mint and Lime Matcha infused Iced Tea. We also explore it in desserts such as the Mirove House Blend Sauce with Mini Matcha Cake, where its subtle bitterness complements delicate sweetness. For us, it is not just about adding a trendy ingredient but about using it in ways that feel authentic, nourishing and adds an aesthetic experience.”
The wellness factor:
For Gen Z, who often juggle fast-paced urban lives with a strong focus on health, matcha has become a natural choice. Matcha is known to deliver what enthusiasts describe as “calm alertness.” The reason lies in its unique composition — an abundance of antioxidants, amino acids, and chlorophyll. It is rich in antioxidants, which support immunity and overall wellness. It helps boost metabolism, supports fat oxidation, and is known to aid in focus and mental clarity, which is why many call it a calm alertness beverage. Sonali informs, “Matcha is also a natural detoxifier because of its high chlorophyll content. Importantly, it is made by stone grinding the entire leaf, which means you consume the whole nutrition profile of the leaf rather than just a steeped extract. This makes it a powerhouse in comparison to many other teas or superfoods.”
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