“I spend above Rs 1,600 a week on matcha”: Inside India’s matcha craze

By BBC News India

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Matcha has gone from a traditional Japanese drink to one of the internet’s favourite beverages, and India is joining the trend. But what’s behind the growing interest in the bright green powder? Is it the taste, the health halo, the aesthetic or simply the experience of being part of a trend? For matcha lover Shireen, it’s about slowing down. “In a world that constantly asks you to move faster, matcha helps me slow down, to make time for things you enjoy in life.” But not everyone gets the hype. For some, the earthy taste is an acquired one and the growing popularity of matcha raises a simple question: is it really about what’s in the cup, or everything around it? Food sociologist Rituparna Patgiri, a professor at IIT Guwahati, says matcha also offers an interesting window into the relationship between food and digital consumption. “It’s not just a beverage, but also a highly visual object. It is very Instagrammable.” In the first episode of Behind the Craze, we explore why matcha

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