Matcha Farming
In 2025, a surprising agricultural shift is unfolding across India’s fertile and hilly terrains—matcha farming. Once a niche Japanese product known only to tea connoisseurs, matcha has now become a rising star in India’s agro-export portfolio. From the misty slopes of Assam and Nilgiris to the terraced valleys of Himachal Pradesh and Sikkim, a growing number of Indian farmers are embracing matcha cultivation. Fueled by premium global demand, evolving health trends, rising climate awareness, and government-backed innovation, the rise of matcha farming represents more than a fad—it’s a sustainable, profitable agricultural revolution that’s rewriting the future of India’s tea industry.
🌱 What Is Matcha?
Matcha is a finely ground green tea powder made from shade-grown tea leaves, typically derived from the Camellia sinensis plant. Unlike regular green tea, matcha is cultivated through an intensive process:
- Shade-Growing Phase: The tea plants are shaded for 20–30 days before harvest using special netting structures. This enhances chlorophyll levels and boosts the production of L-theanine and catechins, lending matcha its vibrant green color and health benefits.
- Stone Grinding: Once dried, the leaves are carefully destemmed and deveined. Then, traditional granite stone mills grind the leaves slowly to preserve nutrients and aroma.
- Consumption & Use: Unlike steeped tea, matcha uses the entire leaf, making it up to 10x richer in antioxidants. It is consumed in teas, lattes, smoothies, desserts, supplements, and even skincare products.
📈 Why the Boom in India?
1. Soaring Global Market Demand:
- The global matcha market is expected to reach $5.5 billion by 2027 with sustained interest from the wellness and nutraceutical industries.
- Demand is growing across the U.S., Germany, Japan, UAE, and Australia.
- India is emerging as a low-cost, high-quality alternative to Japanese matcha, which dominates global supply but faces rising production costs.
2. Wellness-Driven Domestic Consumption:
- Matcha is gaining traction in Tier 1 and Tier 2 Indian cities as part of a growing demand for immunity-boosting superfoods.
- Influencers and lifestyle brands are integrating matcha in fitness regimes, daily routines, and aesthetic café menus.
- Matcha-based ready-to-drink beverages are now appearing in India’s top grocery chains like Nature’s Basket, Spar, and Reliance Fresh.
3. Government Schemes, Startups & Training Initiatives:
- The Paramparagat Krishi Vikas Yojana (PKVY) supports organic matcha cultivation.
- Matcha-centric skilling centers are being launched in Assam and Himachal under the Agri-Startup Incubation Programme.
- Drone technology is being deployed for pest control and fog simulation to mimic Japanese-style growing conditions.
4. Ecological & Climatic Benefits:
- Matcha is shade-grown, meaning it can be cultivated using intercropping with trees like silver oak, improving soil health.
- Requires significantly less chemical pesticide compared to conventional tea.
- Cultivation improves biodiversity and sequesters more carbon per hectare, aligning with India’s climate commitments.
🚜 Farmer Success Stories
Poonam Devi – Golaghat, Assam:
She replaced 3 acres of traditional CTC tea with organic matcha. By partnering with a tea-tech company for analytics and adopting Japanese pruning methods, her gross annual revenue rose by 170%. She now trains 20 other women farmers in her cooperative.
Karthik Ramesh – Coonoor, Tamil Nadu:
Karthik’s estate launched India’s first “Matcha Farmstay Experience,” combining agro-tourism with experiential farming. Visitors can pick, grind, and taste matcha. His business model has attracted agri-tourism grants and influencer coverage.
Youth Collective – Palampur, Himachal Pradesh:
“Pahaari Matcha” has set up an e-commerce site with international shipping and subscription boxes. They also run workshops with IIPM and host an annual “Himalayan Matcha Festival.”
🌍 Export & E-Commerce Opportunities
- GlobalMatchaHub.com, a new Indian B2B export aggregator, lists verified matcha suppliers from India.
- QR code traceability now links farm-to-cup transparency, appealing to sustainability-focused buyers.
- Export houses in Coimbatore and Guwahati are helping small farmers with EU organic certification.
- Premium matcha blends are being co-branded with Japanese firms as “Fusion Grades.”
🧪 Research, Certification & Innovation
- The Tea Research Association (TRA) has released a guide for matcha-specific cultivars suitable for Indian terroirs.
- Collaboration between IIT Guwahati and IIPM is underway to develop moisture-resistant biodegradable packaging for Indian matcha.
- Pilot trials of AI-led canopy management and light sensors are being run in Sikkim under a UNDP-sponsored program.
🔮 The Road Ahead
India’s matcha industry is still in its infancy, but it is expanding quickly. Projections suggest:
- 300% growth in acreage under matcha by 2027
- 70% rise in domestic consumption due to Ayurveda and superfood crossover products
- Emergence of GIs (Geographical Indications) for Indian matcha akin to Darjeeling or Kangra teas
Matcha is not just a drink—it is a symbol of India’s green entrepreneurship, youth-led rural transformation, and rise as a global wellness leader.
For more insights into agricultural innovation, export trends, and rural entrepreneurship, visit GlobalInfoVeda.com