Guwahati, Assam — A pioneering batch of matcha tea cultivated in Assam was sold at the Guwahati Tea Auction Centre for Rs 3,000 per kilogram, marking the first commercial production of the premium green tea powder in India, according to the auction’s officials.
The lot, sourced from tea growers in the state’s Dooars and Terai regions, was presented as a specialty product aimed at high‑end domestic and export markets. Auctioneer representatives said the price reflects “encouraging market interest” and the growing demand for premium, health‑focused teas among Indian consumers.
Assam’s tea industry, traditionally known for bulk black tea, has been exploring diversification into niche segments. The matcha initiative is part of a broader push by state agricultural agencies and private growers to add value to tea crops and tap into global trends that favor specialty teas.
Industry analysts note that the Rs 3,000 per kilogram price is comparable to entry‑level Japanese matcha, which typically sells for Rs 2,500‑Rs 4,000 per kilogram in India’s specialty market. If demand sustains, producers could see higher returns than conventional black tea, which currently trades at roughly Rs 120‑Rs 150 per kilogram at the same auction.
The Assam government’s Department of Horticulture has reportedly provided technical assistance, including training on shading, leaf harvesting, and stone‑grinding processes essential for authentic matcha production. Officials said the state aims to certify the product under the Geographical Indication (GI) framework to protect its unique regional characteristics.
Potential challenges include scaling up production while maintaining the delicate quality standards that define matcha, as well as competing with established Japanese brands that dominate both domestic and export markets.
The successful auction, however, signals a willingness among buyers to experiment with Indian‑grown matcha, a development that could reshape the country’s tea export portfolio if the product gains traction.
Analysis: The Rs 3,000 price point suggests that Indian matcha can compete with imported varieties, offering growers a higher‑margin alternative to bulk tea. State support and potential GI certification may provide the branding needed to differentiate Assamese matcha in a crowded market. Continued market interest will depend on consistent quality, consumer education, and the ability to meet international food‑safety standards.
Sources: NDTV, “Assam 1st In India To Commercially Produce Matcha Tea, Sold For Rs 3,000 A Kg,” https://www.ndtv.com/india-news/assam-1st-in-india-to-commercially-produce-matcha-tea-sold-for-rs-3-000-a-kg-11724052#publisher=newsstand
Story synopsis gathered from: NDTV – India News — source
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