The resignation of Japanese food and beverage giant Suntory’s CEO, Takeshi Niinami, has sent shockwaves through the industry.

According to a formal statement from Suntory, Niinami had informed the company about a police investigation into the drug misconduct last month, and had offered his resignation over ‘personal reasons’, which was accepted on September 1.

“Suntory has recognized this to be an extremely serious matter from a governance perspective,” Suntory president Nobuhiro Torii stated at an emergency news conference.

“A hearing was immediately conducted with Niinami via an outside attorney, during which he explained that the investigation was being conducted about several supplements, which he had allegedly purchased with the understanding that they were legal.”

Meiji Co. Ltd is putting a twist to its flagship amino acid collagen powder with the addition of nicotinamide mononucleotide (NMN) in a bid to grow its global market share.

The new product, known as Amino Collagen NMN, launched on September 8.

Citing data from Japanese market research firm Fuji Keizai, Meiji said that NMN was a booming category in Japan.

Combining NMN with collagen could be a popular formulation not only for the domestic market, but also overseas — due to strong interest in NMN in markets such as China, Taiwan, and Vietnam.

Japan’s Otsuka Pharmaceutical is trying to grow its POCARI SWEAT electrolyte drink business through market expansion.

The brand recorded strong performance in both the domestic market and in the Philippines, the company said in its financial results for the first half of 2025.

Growth in the Philippines was said to be driven by new customer acquisition through geographical expansion.

In July, the company started the sale of POCARI SWEAT in India via its subsidiary Otsuka Nutraceutical India Private Limited, which was set up in Mumbai last year with a capital of about 3.2bn yen (US$21.7m).

Japanese firm YURU Co Ltd has introduced a new eye supplement containing liposomal lutein and coupled it with a proprietary habit support app catering to “supplement refugees”.

Named LUTE VITA, the product is aimed at addressing the damage caused by daily exposure to blue light and ultraviolet rays, as well as the growing health and beauty consciousness among modern consumers.

Additionally, the company has created a dedicated app called nometa to help consumers manage their supplement habits, with features serving to maintain consumption motivation.

Meiji has urged consumers to focus on protein consumption over exercise for muscle growth and maintenance, across all groups from seniors to athletes.

According to research data revealed by Meiji, the majority of consumers today are not consuming enough protein despite looking to improve their muscle mass.

“Based on analysis conducted by Meiji, we found that muscle resistance training is not always necessary – the consumption of protein alone without any exercise can lead to significant muscle mass increase when protein intake reaches 1.3g per kg of body weight,” Meiji Nutrition Development Research Unit Manager, Atsushi Kanda, said at the Food and Beverage Innovation Forum (FBIF) in Shanghai.

People, especially those with prediabetes or diabetes, tend to switch to jaggery, thinking it’s a safer and better alternative to sugar. But is it really? Yes, jaggery is slightly more nutritious than table sugar, but it’s still sugar. Jaggery, too, can cause blood sugar spikes. “It has the same effect on your blood sugar levels as sugar does. What you need to do is switch over to probably a stevia or monk fruit to sweeten your teas, coffees, or anything else that you want to have,” Dr. Agarwal said, in a video shared on Instagram.

Magnesium supplements have been all over our algorithms recently, and it’s no surprise—in our hyper-busy world, finding ways to relax is a priority for many. However, it’s important to recognise the symptoms of magnesium deficiency before you decide to introduce a supplement into your routine. We spoke with Dr Álvaro Campillo, a gastroenterologist and partner at the supplement brand Kobho Labs for an expert’s guide to the best magnesium supplements.

“Magnesium is an ion with over 200 functions within its cells, many of which are crucial for sleep, healing the central nervous system and muscle repair. Which is why it’s ideal to take at night,” says Campillo. Magnesium plays a key role in many bodily functions, but deficiency is common. While the symptoms of magnesium deficiency vary, there are some key signals to look out for:

1. Irritability
2. Chronic fatigue
3. Frequent headaches
4. Repeated respiratory problems
5. Muscle cramps
6. Depressive symptoms
7. Symptoms related to metabolic risk or diabetes

Can everyone take magnesium supplements?

Magnesium supplements have become increasingly popular, but do check the formulation of each supplement to ensure it’s suitable for you. According to Campillo, “it’s essential to include magnesium in your diet, especially if you suffer with chronic inflammatory diseases, migraines, fibromyalgia, osteoporosis or poor sleep. These conditions all require higher levels of magnesium for optimal health and performance.”

Common dietary sources of magnesium include nuts, avocados and dark leafy greens, but if you can’t get enough magnesium from your diet alone, quality magnesium supplements are a safe option well tolerated by most people. The NHS recommended daily intake of magnesium is 300mg for men and 270mg for women, and the latter figure increases depending on your circumstances—breastfeeding women, for example, often require even more. If in doubt, consult your doctor for the best dosage for your needs.

When should I take magnesium?

Taking magnesium at night helps to relax the body and can improve the quality of your sleep. A good time to take your supplement is around two hours after dinner. “Magnesium is poorly absorbed and has low bioavailability when in the presence of calcium, proteins or phosphates,” says Campillo. “Therefore, try to leave a two hour gap after dinner to achieve maximum absorption and enhance its benefits.”

Are pills or liquid magnesium better?

You can supplement via magnesium pills, gummies, topical preparation or in liquid form. According to Campillo, the drinkable options, like Kiki Health’s Ionic Magnesium Liquid Concentrate, are the most effective and also easy to consume.

The best magnesium supplements, according to Vogue editors and experts

1 / 6

Kiki Health Ionic Magnesium Liquid Concentrate, $28.94

Why it’s Vogue-approved: A formula recommended by Dr Campillo for its effectiveness, this concentrate contains magnesium chloride—a soluble form that dissolves easily in your daily beverages. Simply add a full pipette into water, smoothies or juice, and the flavour-free solution will get you 80mg closer to your daily magnesium goal with no unpleasant aftertaste.

Available at Look Fantastic.

2 / 6

JS Health Triple Form Magnesium Powder, $77.04

Why it’s Vogue-approved: Combining not one, but three forms of magnesium selected for their high absorption rates, JSHealth’s triple-form supplements are a bestseller with good reason. Magnesium glycinate, citrate and chelate work in tandem to improve energy, menstrual cramps and mood, and it’s available in both pill and powder formats that are easy to take.

Available at Snapkilk.

3 / 6

Neom Magnesium Bath Milk, $48.23

Why it’s Vogue-approved: Transdermal magnesium therapy (i.e absorbing the mineral through the skin) is one of the more pleasant ways to get your magnesium fix. Enter Neom’s luxurious bath soak, infused with magnesium chloride to relax both body and mind. Also featuring aloe vera and nourishing plant oils, it’s pampering on your skin, too. Editor’s tip: pour into a bath of hand-hot water for maximum absorption—the heat dilates your pores and blood vessels to let the most magnesium in.

Available at Look Fantastic.

4 / 6

Beauty Pie Dual Source Daily Magnesium Supplements, $37.68

Why it’s Vogue-approved: With rave reviews for improving everything from anxiety and acid reflux to migraines and menopause symptoms, Beauty Pie’s supplement offers great benefits and value at 90 capsules per bottle. It’s worth noting the addition of magnesium malate in the formula, which accelerates absorption without irritating the stomach. There is 100mg in each capsule, and it’s recommended you take one to three capsules a day—a great choice for dialling your magnesium dosage up or down as needed.

Available at Beauty Pie.

5 / 6

Solgar Glucosamine Hyaluronic Acid Chondroitin MSM (Shellfish-Free), $33.30

Why it’s Vogue-approved: Solgar is a brand with a long history of producing high-quality supplements, and its magnesium tablets are an excellent case in point. Providing 200mg of magnesium citrate (an easily absorbable form of the mineral) per tablet, this supplement is highly bioavailable and a good choice for those prone to digestive upset.

Available at Amazon.

6 / 6

The Nue Co Magnesium Ease, $77

Why it’s Vogue-approved: Formulated for fuss-free application, The Nue Co’s magnesium spray offers targeted relief for niggling aches and pains. The addition of lavender oil only adds to its therapeutic benefits—sprayed directly on problem areas before bed, it relieves muscle tension and encourages a good night’s sleep.

Available at SpaceNK.

This story was originally published on British Vogue.

The world’s fondness for matcha is about to be tested by steep price increases.

Global demand for the powdered tea has skyrocketed around the world, fueled by consumer interest in its health benefits and by the bright green matcha lattes bubbling up on social media. In the U.S., retail sales of matcha are up 86 percent from three years ago, according to NIQ, a market research firm.

But the matcha market is troubled. In Japan, one of the biggest matcha producers, poor weather reduced this year’s harvest. Matcha is still plentiful in China, another major producer, but labor shortages and high demand have also raised prices there.

For Americans, there’s the added impact of tariffs. Imports from China are currently subject to a 37.5 percent tariff, while the U.S. has a 15 percent tariff on imports from Japan. It’s not clear if tea will be exempted from tariffs because it’s a natural product that’s not grown in significant quantities in the U.S. — an accommodation that the Trump administration has made for cork from the European Union. The Commerce Department and the U.S. Trade Representative didn’t respond to messages left by The Associated Press.

Aaron Vick, a senior tea buyer with California-based tea importer G.S. Haly, says he paid 75 percent more for the highest-grade 2025 crop of Japanese matcha, which will arrive in the U.S. later this fall. He expects lower grades of matcha to cost 30 percent to 50 percent more. Chinese matcha — while generally cheaper than Japanese matcha — is also getting more expensive because of high demand, he said.

“People should expect an enormous increase in the price of matcha this year,” Vick said. “It’s going to be a bit of a tough ride for matcha devotees. They will have to show the depth of their commitment at the cash register.”

Even before this year’s harvest, growing demand was straining matcha supplies. Making matcha is precise and labor intensive. Farmers grow tencha — a green tea leaf — in the shade. In the spring, the leaves are harvested, steamed, de-stemmed and de-veined and then stone-ground into a fine powder. Tencha can be harvested again in the summer and fall, but the later harvests are generally of lower quality.

There are ways to cut corners, like using a jet mill, which grinds the leaves with high pressure air. But Japan has other issues, including a rapidly aging workforce and limited tencha production. And despite Japanese agricultural ministry trying to coax tea growers to switch to tencha from regular green tea, many are reluctant to do so, concerned that the matcha boom will fade.

That’s giving an opening to China, where matcha originated but fell out of favor in the 14th century. Chinese matcha production has been growing in recent years to meet both domestic and international demand.

Chinese matcha has historically been considered inferior to Japanese matcha and used as a flavoring for things like matcha-flavored KitKat bars instead of as a drinking tea. But the quality is improving, according to Jason Walker, the marketing director at Firsd Tea, the New Jersey-based U.S. subsidiary of Zhejiang Tea Group, China’s largest tea exporter.

“We are seeing more and more interest in Chinese matcha because of capacity issues and changing perception,” Walker said. “It used to be the idea that it has to be Japanese matcha or nothing. But we have a good product too.”

Starbucks is among the companies using matcha from China for its lattes. The company said it also sources matcha from Japan and South Korea. Dunkin’ and Dutch Bros. didn’t respond when asked where they source the matcha.

Josh Mordecai, the supply chain director for London-based tea supplier Good & Proper Tea, said he is approached almost daily by Chinese matcha suppliers. For now, he only buys matcha from Japan, but the cost to acquire it has risen 40 percent so he’ll have to raise prices, he said.

Mordecai said he saw more demand for matcha in the last year than in the previous nine years combined. If matcha prices continue to rise, he wonders if consumers will switch to other tea varieties like hojicha, a roasted Japanese green tea.

“We’ll see if this is a bubble or not. Nothing stays on social media that long,” Mordecai said.

Julia Mills, a food and drink analyst for the market research company Mintel, expects the social media interest in matcha to die down. But she thinks matcha will remain on menus for a while.

Mills said matcha appeals to customers interested in wellness, since it contains antioxidants and l-theanine, an amino acid known for its calming effects, and it’s less caffeinated than coffee. Millennials and Generation Z customers are more likely to have tried matcha than others, Mills said.

The traditional way of preparing it, whisking the powder together with hot water in a small bowl, also appeals to drinkers who want to slow down and be more intentional, Mills said.

That’s true for Melissa Lindsay of San Francisco, who whisks up some matcha for herself every morning. Lindsay has noticed prices rising for her high-end matcha, but it’s a habit she’d find hard to quit.

“It’s not just a tea bag in water,” Lindsay said. “It’s a whole experience of making it to your liking.”

David Lau, the owner of Asha Tea House in San Francisco, hopes to keep customers drinking matcha by limiting price increases. Lau raised the price of his matcha latte by 50 cents after the cost the matcha he buys from Japan more than doubled. He’s also looking into alternate suppliers from China and elsewhere.

“We’re in the affordable luxury business, you know, just like any other specialty cafe. We want people to be able to come every day, and once you reach a certain price level, you start to price people out,” he said. “We want to be really cognizant and aware of not doing that.

DEAR PET TALK: My question is about giving my dog supplemental nutrition. What is recommended for a six-year old medium-sized mutt? — MUTT LOVER

DEAR MUTT LOVER: We are big-time “mutt lovers” here at Pet Talk —  dogs that are a hodge podge of ancestries are always interesting to talk about. And by “supplemental nutrition” I’m going to assume add-ins as well as treats will be covered.

For a 6-year-old medium dog, the recommended nutrition is a balanced adult maintenance diet, adjusted based on their specific activity level, weight, and overall health. While your dog is an adult, you should start monitoring for signs of aging, as a dietary change may be needed in the next few years.

First, understand that your dog needs an appropriate balance of proteins, carbohydrates, fats, vitamins, fiber, and minerals. All of these components have similar effects on canines as they do for humans; for example, fiber helps support a dog’s digestive system, as it does for us. Recommended amount of fiber in dog food is 2.5 to 4.5%. Protein recommendations are 18% (minimum) which come from high-quality animal sources such as beef, chicken, or fish. Carbohydrates provide energy and fiber. A dog who is six years old will be more active than a dog who is ten; and much less active than a dog that is two years old, so monitoring the appropriate food for the age and stage your dog is in life is key for health.

At our house, we’ve had good luck with a product called “Canine Boost” made by Ultimate Pet Nutrition. This is a company that creates products for dogs and cats. Their “Boost” brand includes a variety of nutrients including probiotics, vitamins and minerals and beef bone broth (trying saying that three times quickly). Adding a scoop to your dog’s dinner is easily done, and the ingredients are helpful for promoting a healthy coat and skin. Our dog has developed allergies in the spring, so we’re hopeful that some dietary additions will alleviate that issue next year.

As always, if you are making changes in your pet’s diet, make sure you research and we always recommend making a call to your vet. Another reason why it’s important to have a yearly check-up for your dog or cat is to have a relationship with a vet care professional who can answer questions such as yours —  and who already knows your dog!

Bon appetit, to you and your pup!

Sally Cragin is the director of Be PAWSitive: Therapy Pets and Community Education. Send questions to sallycragin@gmail.com

Dermatologist Dr Iftekhar Khan ranks popular drinks for skin health, revealing which beverages nourish your skin, which can cause breakouts and why.

What you drink can have a bigger impact on your skin than you think. From teas to coffees to smoothies, some beverages can help your skin glow while others may cause breakouts. Dr Iftekhar Khan, dermatologist and hair transplant surgeon, AIIMS Delhi, reviews popular drinks for their effect on skin health in his September 17 Instagram post, revealing surprising insights. (Also read: Dermatologist reacts to Europe’s gel nail polish ban, explains how it can trigger ‘serious skin problems’ )

Let’s take a look at Dr Iftekhar’s insights on popular drinks and their impact on skin health:

Bubble tea/boba

“Bubble tea or boba is perfect for Instagram aesthetics. The tapioca pearls look cute, and it’s enjoyable if you like sweet treats. However, it usually contains a lot of sugar, which can affect your skin,” he says.

Rating: 8–10/10 (for sugar content and indulgence).

Cold coffee and frappes

“Coffee contains antioxidants, but it can sometimes trigger flare-ups or cause weight gain. Black coffee is a much better option for your skin,” Dr Khan advises.

Rating: 6/10

Green tea

“Green tea is rich in catechins and EGCG, which are antioxidants that help fight bacteria and reduce redness,” he says.

Rating: 9/10

Normal soda

“Regular soda often contains artificial sweeteners, which can disturb gut microbiota and affect skin health,” he warns.

Rating: 5/10

Matcha tea

“Matcha is an excellent choice because it’s powdered green tea, packed with antioxidants and other healthy nutrients,” Dr Khan explains.

Rating: 10/10

Note to readers: This report is based on user-generated content from social media. HT.com has not independently verified the claims and does not endorse them.

This article is for informational purposes only and not a substitute for professional medical advice.

Catch every big hit, every wicket with Crick-it, a one stop destination for Live Scores, Match Stats, Quizzes, Polls & much more. Explore now!.

Catch your daily dose of Fashion, Taylor Swift, Health, Festivals, Travel, Relationship, Recipe and all the other Latest Lifestyle News on Hindustan Times Website and APPs.

Catch every big hit, every wicket with Crick-it, a one stop destination for Live Scores, Match Stats, Quizzes, Polls & much more. Explore now!.

Catch your daily dose of Fashion, Taylor Swift, Health, Festivals, Travel, Relationship, Recipe and all the other Latest Lifestyle News on Hindustan Times Website and APPs.

News / Lifestyle / Health / AIIMS dermatologist rates popular drinks from matcha, bubble tea to soda for skin health: Guess which one tops the list

See Less

DEAR PET TALK: My question is about giving my dog supplemental nutrition. What is recommended for a six-year old medium-sized mutt? — MUTT LOVER

DEAR MUTT LOVER: We are big-time “mutt lovers” here at Pet Talk —  dogs that are a hodge podge of ancestries are always interesting to talk about. And by “supplemental nutrition” I’m going to assume add-ins as well as treats will be covered.

For a 6-year-old medium dog, the recommended nutrition is a balanced adult maintenance diet, adjusted based on their specific activity level, weight, and overall health. While your dog is an adult, you should start monitoring for signs of aging, as a dietary change may be needed in the next few years.

First, understand that your dog needs an appropriate balance of proteins, carbohydrates, fats, vitamins, fiber, and minerals. All of these components have similar effects on canines as they do for humans; for example, fiber helps support a dog’s digestive system, as it does for us. Recommended amount of fiber in dog food is 2.5 to 4.5%. Protein recommendations are 18% (minimum) which come from high-quality animal sources such as beef, chicken, or fish. Carbohydrates provide energy and fiber. A dog who is six years old will be more active than a dog who is ten; and much less active than a dog that is two years old, so monitoring the appropriate food for the age and stage your dog is in life is key for health.

At our house, we’ve had good luck with a product called “Canine Boost” made by Ultimate Pet Nutrition. This is a company that creates products for dogs and cats. Their “Boost” brand includes a variety of nutrients including probiotics, vitamins and minerals and beef bone broth (trying saying that three times quickly). Adding a scoop to your dog’s dinner is easily done, and the ingredients are helpful for promoting a healthy coat and skin. Our dog has developed allergies in the spring, so we’re hopeful that some dietary additions will alleviate that issue next year.

As always, if you are making changes in your pet’s diet, make sure you research and we always recommend making a call to your vet. Another reason why it’s important to have a yearly check-up for your dog or cat is to have a relationship with a vet care professional who can answer questions such as yours —  and who already knows your dog!

Bon appetit, to you and your pup!

Sally Cragin is the director of Be PAWSitive: Therapy Pets and Community Education. Send questions to sallycragin@gmail.com

A required part of this site couldn’t load. This may be due to a browser
extension, network issues, or browser settings. Please check your
connection, disable any ad blockers, or try using a different browser.

Warsi is part of a growing number of Indians discovering Japan’s revered drink, which comes from the same plant as green tea, Camellia sinensis, but what sets it apart is its cultivation and processing. About three weeks before harvest, tea bushes are shaded to slow photosynthesis. This boosts chlorophyll and amino acid levels, especially L-theanine, which gives matcha its vivid green colour and signature umami taste. After harvest, the tender leaves are steamed to prevent oxidation, de-stemmed and stone-ground into a fine powder. Because you consume the whole leaf, matcha delivers a concentrated dose of antioxidants, amino acids and caffeine. In Japan, matcha is more than a beverage; it is central to the tea ceremony (chanoyu) and is said to be consumed by Zen monks to maintain clarity and focus during meditation.

Blondie matcha latte

That meditative process resonates with Indians seeking mindful rituals. In Bengaluru, 32-year-old multimedia news producer Natasha Mendon has swapped her morning coffee for a hot matcha latte. “It has become a nice morning ritual,” she says, describing her routine of whisking the powder in hot water (60-70 degree Celsius, not any hotter, warn experts), before adding milk. On experimental days, she makes a cold latte with blueberry syrup.

The customisation possibilities are endless, says Natasha Hemani, 26, who first discovered matcha in 2019 while studying in New York. “I instantly loved the earthiness,” says Hemani, who invested in a kit after realising daily café matchas were too expensive.

In April, she co-launched Blondie with Ranjit Bindra of Bastian Hospitality. The Khar West café features a dedicated matcha programme using ceremonial-grade matcha from Kagoshima, Japan. “Our menu has 12 drinks that keep evolving,” she says. The runaway hit is Mango Matcha, an iced matcha with mango compote and oat milk. “We’ve sold over 60,000 in three months.” Another bestseller is S’mores Dreaming, where hot matcha pairs with white chocolate ganache and torched meringue. “We’ve sold 23,000 of those,” she adds.

Dreamy S’mores matcha

Barely two kilometres away, on Chapel Road in Bandra West, is arguably Mumbai’s first dedicated cafe to this green tea powder — Tokyo Matcha Bar & Cafe. Co-founded by 28-year-old Meher Kohli and chef Rahul Ramnani in September 2024, it offers over 25 matcha drinks and desserts. Their experiments began in 2022 at Ritual Café, where three matcha drinks quickly became customer favourites. Encouraged, they launched a delivery-only Tokyo Matcha Bar in 2023, clocking 40 daily orders despite no storefront. The next step: a physical café serving everything from matcha lemonade to desserts like matcha tres leches, matcha soft serve and “matchamisu”, their take on tiramisu with matcha sponge and mascarpone cream with dusted matcha on top.

In the last few months, matcha has gone viral on social media, and its popularity is not restricted to Mumbai or Bengaluru. There are cafes serving one or two matcha options, if not more in Agra, Lucknow, Ooty and Chennai. Cafe-workspace-bar Social, for instance, recently revamped its menu for Gen Z and added three matcha drinks: coconut water matcha latte, classic iced latte and white chocolate vanilla latte.

Industry data backs this surge. According to Grand View Research, India’s matcha tea market generated USD 104 million in 2024 and is projected to reach US$ 167.8 million by 2030, growing at a CAGR of 8.6 per cent.

Suppliers have seen the change too. Rinchen Angchuk, co-founder of Japanese restaurant Mirai, has imported matcha since 2007 but the growth, he says, has significantly spiked in recent times. Nothing, however, comes close to the surge 2025 has witnessed. “This year, demand is up 40 per cent,” he says, noting a shift toward higher quality. “Earlier people settled for C-grade. Now everyone wants at least B or A.”

But grading is murky when it comes to matcha, adds Kohli. “Globally, matcha is just ceremonial or culinary grade. In India, you see all sorts of labels — imperial, AA, AAA, premium. Unlike coffee, which is scored by associations, there’s no authority for matcha. Technically, you could sell beetroot powder as ‘red matcha’.”

Global supply is strained too. Japan is facing a shortage, as widely reported a few months ago. “Japan is unable to meet the global demand that it is currently witnessing for matcha, driving prices up 30 per cent in a year and opening doors for Chinese and Taiwanese producers. But their matcha isn’t as good,” Angchuk insists. In Assam’s Tinsukia district, 82-year-old Chota Tingrai Tea Estate is also said to be cultivating its own matcha.

To ensure consistency, some cafés import directly from Japanese farms. Hemani sources from Shizuoka, requiring 20 kg a month for Blondie, which plans to expand to Juhu soon and retail its own matcha. Kohli, who sources ceremonial grade matcha from Uji, also visited the farm in March this year to secure the supply and understand the process better herself.

Raspberry oat matcha with cold foam at Tokyo Matcha

The absence of strong Indian brands has created an opening. Siddharth Shah of Essenzaa Nutrition and actor Sanya Malhotra recently launched Bree Matcha, offering both everyday and ceremonial grades.

“It’s labour-intensive,” explains Kohli, adding that farmers cover plants with black sheets to protect flavour and nutrients. “Shade-grown matcha develops greater umami and sweetness, while leaves exposed to full sunlight tend to have a more bitter aftertaste,” she says, adding that the storage also requires opaque containers to prevent degradation. “That’s why good matcha is expensive.”

matca

Former principal dietician at Sir Ganga Ram Hospital, Delhi, Mukta Vasishta doesn’t prescribe matcha to her clients but acknowledges its benefits: “It has more antioxidants, supports cognitive development and helps flush out toxins.” She advises limiting intake to one or two cups a day and always with water, not milk.

Wellness influencers have further fuelled demand, touting benefits for skin, energy and focus. Consumers like Mendon find it a gentler alternative to coffee. Her current favourite brand is Heapwell’s Imperial AAA ceremonial matcha, priced at Rs 1,500 for 30 gm.

For Malhotra, the appeal is personal. “Coffee made me jittery but I didn’t want to lose the ritual of a warm morning drink. With matcha, the energy was calmer, steadier, more therapeutic. People are craving that balance, the caffeine kick without the crash.”