India's Beverage Culture Sees a Matcha, Ube, and Hōjicha Revolution
India's beverage culture is experiencing an experimental flavor burst. Matcha has become increasingly popular, with search interest peaking in mid-2025 and remaining high. People are searching for fun combinations like mango matcha and strawberry matcha, as well as at-home kits to make matcha at home.
The traditional whisk and bowl have also become breakout searches. Functional wellness is driving the popularity of matcha, with a 1000% increase in searches for 'matcha health' and a 2500% increase in searches for 'matcha protein'. People are evaluating caffeine levels, pushing up searches for 'does matcha have caffeine' by 70%
Ube and Hōjicha, the Japanese roasted green tea, have also reached all-time search highs. Ube has seen a steady rise in interest over the past year, while Hōjicha hit an all-time high in March 2026. People are comparing options, pushing 'hojicha vs matcha' to breakout growth.
Google's AI tools can help people explore new flavors and perfect their brewing techniques. The AI Mode in Search can compare flavor profiles, while Maps can recommend local spots that serve unique flavors. Gemini Live offers hands-free brewing guidance in real-time.