Who doesn’t like sipping on some hot tea, be it winter, monsoon or even hot summer. It is often said that this ancient drink has many health benefits, but having a lot of tea in a day can have adverse effect on one’s health.
That said, many believe in the health benefits of green tea and how its boosts metabolism and helps in weight loss. However, green tea is now old school and people have moved on to Matcha Tea, which is a traditional Japanese tea said to have a lot of health benefits.
Rajshree Maheshwari, founder of Matcha Culture, says that the idea for a new and exciting brand was conceptualised when she noticed a lot of health enthusiasts in Europe adopting the ‘Matcha way of life’. “Tracing the product back to its roots, I realised that matcha was a product that was set deep in the Japanese culture.” Having understood the goodness that this nutrient-packed superfood has to offer, she felt that it should to be consumed by Indians too because our fast-paced lives calls for a daily detox. Riding on the philosophy that good health is paramount, Matcha Culture was born.
Maheshwari says that Matcha Culture, as a brand, aspires to create a community of matcha lovers, and a culture of drinking matcha in India.
Maheshwari, who has pursued Masters from University College London, UK, says that the ideology behind her startup is to encourage health enthusiasts to start using matcha, which is a much healthier alternative to green tea.
She further explains that the brand specialises in three types of matcha grades — Ceremonial Grade, Premium Grade and Culinary Grade. Ceremonial Grade is their purest and finest matcha, which is packed with maximum nutrients and has a delicate flavour profile which is best had as a hot water-based matcha tea.
Premium Grade is used to make milk-based drinks such as matcha lattes, smoothies and shakes and Culinary Grade is for baking and cooking enthusiasts to add a dash of earthy flavour to their sweet/ savoury recipes for a healthy and guilt-free treat.
Maheshwari further points out that matcha and green tea are made from the leaves of the same plant — Camellia Sinensis. “But what sets matcha apart is the intricate process of growing and preparing it, and therefore contributing to its unmatchable nutritional benefits,” says Maheshwari further adding that drinking a cup of matcha is like drinking the entire crushed leaf, with minimal processing, and no sieving, ensuring that you get 100 per cent nutritional value from your tea and extract the whole leaf benefit, unlike your green tea. She also mentions that there are studies that show that 1 cup of matcha is nutritionally equivalent to 10 cups of regular green tea.
Maheshwari claims that the company sources high-quality matcha powder, straight from the farmlands of Kyoto, Japan. “Matcha has been an integral part of the Japanese culture for decades and is believed to be one of the factors for the life expectancy of the Japanese,” she says.
Maheshwari believes that everyone deserves a daily detox and cleansing. “Our dedicated team of tea enthusiasts will ensure your wellbeing and we aim to imbibe the Japanese culture of drinking matcha in India,” she says.
Even though matcha is really popular in the East, the main challenge in the Indian market is that there is a lack of awareness about the product. “There is a growing need to increase awareness and educate potential customers about matcha and the versatile nature of the product to incorporate it into your daily diet and understand its utility,” says Maheshwari.
The price range of the product starts from Rs 850 onwards and goes up to Rs 2,500 for a starter kit. Matcha Culture products are available on their website www.matchaculture.in and on Amazon.
