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Copyright © 2025 Foodies Only
Copyright © 2025 Foodies Only
7 min
21/11/2025
Matcha has officially entered India’s urban food culture, and it has not become popular only amongst the health-conscious lot. But everyone who is into modern food trends is enjoying it.
From pastel-green lattes in cafe chains to creamy matcha cheesecakes in bakeries, Japanese powdered tea is now shaping dessert menus across major cities in India. This article looks at how and why these beverages have become part of India’s wellness lifestyle, shaped by cafe culture, global food content and a growing interest in mindful living. Dive deeper to know more.
The rise of Japanese wellness beverages in India tells a lot about a broader shift India is experiencing towards conscious living, transparency and global flavour discovery. Urban consumers today are looking for drinks that offer comfort and functionality. Japanese beverages are the exact example of this, as they offer a mix of tradition, calmness and natural ingredients. Japan’s wellness culture has long emphasised balance, ritual and slow living; values that are also a priority for India’s younger population, who have to navigate their lives in busy, urban environments. Over the last decade, global travel, food content, and social media have made Japanese drinks more visible and accessible, even to those who have never been to Japan. The wellness market in India has also shifted, moving from detox drinks towards sustainable, long-term habits.
The cafe boom in India has further accelerated this trend. As cafes experiment with modern menus, matcha, hojicha, and Japanese-style cold brews have become signatures. At the same time, Kombucha brands, artisanal tea boutiques, and gourmet supermarkets have introduced Japanese-inspired flavours, making these beverages part of daily life rather than occasional indulgences. Read this article to understand how Japanese wellness drinks are more than drinks and have become a lifestyle choice.
Matcha is now one of the most recognisable Japanese beverages in India. Its vibrant green colour, creamy texture, and antioxidant properties make it visually appealing and offer nutritional benefits. Matcha lattes, iced matcha coolers, and matcha-based smoothies are now widely served in cafes across metros and two- and three-tier cities. Many cafes also highlight the grade and origin of their matcha, helping customers understand the difference between ceremonial and culinary varieties. Indian consumers increasingly appreciate matcha for its calm, steady caffeine release, which is a good alternative to the sharp jolt of coffee. Meanwhile, dessert shops use matcha in beverages such as frappes and cream-based shakes, creating delicious and healthy drinks.
Sencha and genmaicha are newer ways to experience green tea; they are lighter, smoother and more aromatic than the typical tea-bag versions. Sencha is known for its fresh, grassy notes and is enjoyed as a refreshing afternoon beverage. Genmaicha, blended with roasted brown rice, adds a warm, toasted aroma that many Indians find comforting and familiar. These teas have found a place in Japanese restaurants, speciality tea shops, and gourmet grocery stores. Their popularity is also linked to India’s evolving tea habits, where consumers increasingly view tea-drinking as a ritual rather than a routine. With lower caffeine content and a reputation for supporting digestion and mindful relaxation, sencha and genmaicha are slowly gaining their space in both casual consumers' and dedicated wellness seekers’ lives.
Hojicha has become a surprising hit in India’s premium cafes and beverage bars. It is roasted, slightly caramelised, and nutty, offering the warmth and depth that many coffee drinkers appreciate, but with significantly less caffeine. Unlike the intense bitterness of some coffees, hojicha provides a soft, mellow drink suitable for evening consumption. It resonates well with Indian palates accustomed to roasted flavours such as malted drinks and toasted spices. Its understated beige-brown colour has also made it popular among social media-driven cafe audiences.
The kombucha wave in India began with home-grown brands, but Japanese-style kombucha flavours and fermentation methods have significantly shaped the category. Kombucha aligns with India’s growing interest in probiotics, gut health and fermented drinks. Urban supermarkets, health cafes and even delivery kitchens now serve kombucha infused with flavours inspired by Japan, such as matcha-mint, sencha-ginger and yuzu blend.
Other fermented beverages, such as amazake, are slowly entering niche health markets in India, known for their natural sweetness and digestive benefits. These drinks are an alternative to sugary soft drinks and heavily processed packaged beverages.
The expansion of Japanese wellness beverages in retail spaces is at a crucial stage of mainstream acceptance. Premium grocery stores and online platforms now stock cold-brew matcha cans, sparkling green teas, yuzu-based drinks and Japanese-style milk teas. These ready-to-drink beverages are convenient and do not compromise quality, making them ideal for office-goers, gym enthusiasts and commuters. Minimalist packaging, clean ingredient lists and premium branding favour strongly to India’s design-conscious customers. The retail boom also shows how wellness beverages have gone beyond the cafe space and have become everyday lifestyle items.
