Matcha craze in India
India’s love for chai and filter coffee remains strong, but consumer curiosity is expanding towards global and specialty beverages.
According to Google Search Trends, searches for “how to make matcha” in India surged 1,300% over the past year. The trend suggests that Matcha is moving beyond cafe menus as more people look to prepare the drink at home.
Matcha was once a relatively unfamiliar beverage in India. Its distinctive green colour and grassy flavour made it a niche choice.
That is changing rapidly. Iced Matcha Lattes and fruit-based variations have helped the Japanese green tea gain visibility among Indian consumers, particularly younger audiences.
In August 2026, searches for “matcha whisk” and “matcha bowl” became breakout searches. The trend indicates growing interest not only in drinking Matcha but also in learning how to prepare it traditionally at home.
Health-related curiosity is also contributing to the trend. Searches for “matcha health” increased 1,000% over the past year, while “matcha protein” searches rose 2,500%.
Consumers are also experimenting with Matcha-based flavour combinations.
During summer, searches for “mango matcha” increased 200%, while “strawberry matcha” searches rose 400%. During the monsoon, “dirty matcha” and “coconut matcha” emerged as breakout searches.
The interest is also visible geographically. Delhi, Goa and Chandigarh were among the leading locations in India searching for “matcha near me”.
Matcha’s influence is also moving beyond beverages. Searches for products such as “matcha candle”, “matcha face wash” and “matcha perfume” recorded notable increases in August.
Matcha is not the only global flavour gaining attention in India. Google Search data also shows growing interest in Ube and Hojicha.
Ube is a naturally purple-fleshed yam popular in Filipino cuisine. Search interest in Ube in India steadily increased over the past year and reached an all-time high in August 2026.
Searches for “ube matcha” and “ube coconut” became breakout queries, while interest in “ube latte” and “ube cafe” also grew. Telangana recorded the highest search interest for Ube in India.
Hojicha, meanwhile, is a roasted Japanese green tea with a deeper, nuttier and less grassy flavour profile than Matcha.
Search interest in Hojicha reached an all-time high in March 2026. By August, searches for “what is hojicha” and “hojicha latte” showed breakout growth. “Hojicha vs matcha” also became a breakout comparison.
The latest trends suggest that India’s beverage culture is expanding beyond traditional chai and coffee, with consumers increasingly exploring international flavours, cafe-style drinks and home preparation.
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