Assam Just Brewed Its Way Into Matcha History

For generations, Assam has been synonymous with bold, malty black tea that anchors breakfast tables and fuels countless cups of chai across the world. But this week, the state added an entirely different shade of green to its tea story. In a development that could reshape India’s speciality tea landscape, Assam has become the first state in the country to commercially produce matcha, the finely ground green tea powder that has evolved from a centuries-old Japanese tradition into one of the world’s most sought-after wellness beverages.

The milestone arrived at the Guwahati Tea Auction Centre, where the first commercial lot of Assam-produced matcha was sold for INR 3,000 per kilogram. Though the inaugural batch comprised just five kilograms, its successful auction marks more than a niche sale. This signals India’s formal entry into a premium tea category that has, until now, been dominated by Japan, with contributors from China and Vietnam.

The matcha making headlines comes from the Chota Tingrai Tea Estate in Tinsukia district in eastern Assam. The estate has spent nearly a decade working towards this moment, investing in Japanese expertise, specialised machinery and advanced production techniques to produce authentic matcha while drawing on Assam’s long-standing tea-growing legacy.

Unlike conventional green tea, matcha requires a distinct cultivation process. The tea bushes are shaded for three to four weeks before harvest, with nearly 90 per cent of sunlight blocked from reaching the leaves. This controlled environment encourages the plants to produce more chlorophyll and amino acids, giving matcha its vivid green colour, rich umami character and naturally sweet finish.

Once harvested, the leaves are processed and finely stone-ground into a smooth powder. Unlike brewed green tea, where the leaves are steeped and discarded, matcha is whisked directly into water and consumed in its entirety. Because the whole leaf is ingested, the drink delivers higher concentrations of antioxidants, amino acids and naturally occurring caffeine, factors that have made it immensely popular among consumers seeking wellness-focused beverages.

Assam’s entry into the matcha market comes at a particularly opportune time. Worldwide demand for matcha has surged dramatically over the past few years, driven by its growing popularity in cafés, restaurants and home kitchens. Beyond traditional tea ceremonies, the bright green powder now finds its way into lattes, smoothies, desserts, pastries, chocolates, ice creams and even savoury recipes, making it one of the fastest-growing speciality tea categories globally.

That demand has also created supply challenges. Japan, widely regarded as the benchmark for premium matcha, has reportedly been grappling with shortages as global consumption continues to outpace production. With China and Vietnam also producing commercial quantities—the international market has been searching for reliable new suppliers capable of maintaining quality standards.

This changing landscape presents an opportunity for Indian producers. Assam already possesses one of the world’s most established tea ecosystems, with extensive cultivation expertise, experienced growers and well-developed processing infrastructure. Expanding into speciality teas such as matcha allows estates to diversify beyond traditional black tea while potentially improving value realisation through premium products aimed at international markets.

The successful auction of the first commercial batch has therefore been viewed not simply as a symbolic achievement but as the beginning of a new avenue for India’s tea exports. Industry observers believe speciality teas could help strengthen India’s position in the global premium beverage market while creating fresh opportunities for growers willing to invest in specialised cultivation and processing techniques.

The state government has also been encouraging diversification within Assam’s tea industry. Under the Assam Tea Industries Special Incentive Scheme (ATISIS), financial support has been extended to tea gardens looking to modernise operations and expand into speciality tea production. During the current financial year alone, hundreds of tea gardens have reportedly received incentives under the programme, reflecting a broader push to move beyond conventional tea manufacturing.

The arrival of commercially produced matcha also broadens Assam‘s identity, as consumer preferences evolve rapidly. While the state’s robust black teas continue to enjoy global recognition, speciality segments are increasingly attracting younger consumers who are drawn to wellness-focused drinks, artisanal products and premium food experiences.

For Chota Tingrai Tea Estate, the first auction represents the culmination of years of experimentation and cross-border collaboration. For Assam, it opens the possibility of becoming more than India’s black tea capital. And for the country’s tea industry, it marks the beginning of participation in a high-value category that has long remained beyond its commercial reach.

Five kilograms may be a modest beginning. But as the first commercial batch of Indian matcha enters the market, Assam has brewed something much larger than a new tea—it has introduced an entirely new chapter in the story of Indian tea.