AgenciesSpeciality tea market triples to ₹1,000 crore in 5 years, driven by Gen Z, millennials Kolkata: More Indians are taking to speciality tea than ever before, lifting this niche market more than threefold to about ₹1,000 crore from ₹300 crore five years ago.
This emerging trend is getting a thrust from millennials and Gen Z developing a taste for premium teas such as matcha, single-origin Darjeeling, herbal infusions, and wellness blends."This momentum is being driven by rising health awareness, premiumisation and growing interest in teas that offer both functional benefits and a distinctive origin story," said Rudra Chatterjee, managing director of Luxmi Tea, which owns the Makaibari tea brand.Also read: Assam floods submerge Nazira tea estates, over 57,000 people affectedTea companies on their part are sharpening focus on higher-value products instead of volume, betting that consumers are willing to pay more for teas that promise wellness, authenticity, and unique origins.
Industry executives said these segments are growing at a double-digit pace, helped by quick commerce and ecommerce."Finally, and thankfully, speciality tea in India is now becoming more visible and desirable by tea lovers in India," said Ketan Desai, director on the Board of European Speciality Association.
"Thanks to the rising popularity of cafes promoting speciality coffee, the word 'speciality' is now also entering the vocabulary of tea.
A case in point is Matcha Tea-which is becoming the hot new trend today-driven by Gen Z.
Matcha is a speciality Tea traditional from Japan.
Recently, Assam has successfully manufactured Matcha Tea - a clear validation of how speciality tea is rising in popularity."Live EventsET BureauBrewing it hot Meanwhile, niche direct-to-consumer (D2C) brands are looking at promoting speciality teas as their competitive....
