India enters global matcha market with Assam tea estate venture

India has entered the global matcha production landscape with the launch of commercial matcha production at Chota Tingrai estate in Assam. The operation represents the country's first formal foray into the premium powdered tea category, historically dominated by Japanese producers.

The estate has adopted traditional Japanese matcha craftsmanship while leveraging Assam's distinctive terroir and tea-growing heritage. The approach combines shade-growing techniques and stone-grinding methods characteristic of Japanese matcha production with the region's established expertise in tea cultivation.

Matcha has experienced significant growth in international markets over the past decade, driven by demand in cafes, wellness products, and culinary applications across North America, Europe, and Asia-Pacific regions. India's entry into the sector capitalises on growing global consumption while potentially offering competitive advantages through local production costs and quality differentiation.

The venture signals broader efforts within India's tea industry to move beyond conventional leaf tea production and capture premium market segments. Assam, which produces roughly half of India's annual tea output, has traditionally focused on black tea exports, making matcha production a notable strategic shift for the region's estates.