Japan’s matcha finds a $96 mn sweet spot in India

What happened: India's matcha tea market generated $45.7 million in revenue in 2025 and is projected to reach $96.4 million by 2033, per Grand View Research. Cafe chains and packaged brands are expanding matcha into drinks, mixes and food. Key numbers: $45.7 million revenue in 2025; $96.4 million projected by 2033; 9.8% CAGR Why it matters: The report frames growth as dependent on moving matcha beyond premium cafe menus into packaged drinks and instant mixes. Subko said demand plateaued after initial growth, while Tata Consumer Products positions matcha within its premiumisation strategy.

India's matcha tea market generated $45.7 million in revenue in 2025 and is projected to reach $96.4 million by 2033, per Grand View Research. Cafe chains and packaged brands are expanding matcha into drinks, mixes and food.

The report frames growth as dependent on moving matcha beyond premium cafe menus into packaged drinks and instant mixes. Subko said demand plateaued after initial growth, while Tata Consumer Products positions matcha within its premiumisation strategy.