Why are Indians really drinking Matcha? Is it for Wellness or for Aesthetics?
Matcha Finds Its Place in India
India’s love for tea runs deep, but a new player is finding its way into café menus and grocery carts matcha. Known for its vibrant green color and Japanese heritage, matcha is being marketed both as a wellness drink and as a lifestyle accessory. For urban Indians, it represents more than just tea it’s a statement that blends health, culture, and modern identity.
The Wellness Angle
Matcha is celebrated globally for its antioxidants, metabolism-boosting properties, and calming effect. In India, this aligns with the growing focus on fitness, yoga, and mindful living. Consumers see it as an upgrade from regular green tea, and brands are positioning it as a smarter, healthier choice. Market research agencies studying wellness behaviors have found that many Indians adopt such products to signal a health-first mindset, even when the taste is new or unfamiliar.
The Aesthetic Appeal
But matcha’s story in India isn’t only about wellness. Its bold color makes it one of the most “Instagrammable” drinks today. Young consumers enjoy posting their matcha lattes and desserts as much as they enjoy consuming them. Matcha consumption amongst Gen Z has become a topic of interest for some of the top market research agencies in India and Globally.
Tradition Meets Trend
India’s tea traditions are rich, from the roadside cutting-chai to elaborate family rituals. Matcha doesn’t replace these, but it adds a global twist. Global market research agencies often highlight India as a case study in how international trends adapt to local cultures. Here, matcha sits alongside masala chai rather than competing with it, showing how consumers embrace new without abandoning the old.
What Brands Can Learn?
For businesses, the rise of matcha offers lessons beyond tea. With the help of AI in market research, brands can now decode these layered motivations more quickly whether a purchase is driven by wellness, aesthetics, or a blend of both. And for a qualitative research agency, matcha is a perfect lens to explore how culture and aspiration shape everyday choices.
Conclusion
So, are Indians drinking matcha for health or for style? The truth is it’s both. Its popularity highlights a new consumer mindset where wellness and aesthetics merge. For brands looking to grow in India, this is a reminder that trends need to be understood in cultural context. That’s where research partners play a crucial role: helping companies connect with the real motivations behind consumer behavior.
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Disclaimer
The information presented in this blog is based on Cultural Traits’ observations, on-ground experiences, and insights gathered through fieldwork. While we strive to provide accurate and culturally sensitive content, interpretations may vary. Reader’s discretion is advised.