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Time of India
an hour ago
- Health
- Time of India
Why Indian farmers are chasing Matcha? Sarthak Ahuja's take on its Rs 20,000 per kg price tag goes viral
Matcha isn't just trending in your favourite cafe menu; it's also turning into green gold for Indian farmers. Recently, this was pointed out by content creator and chartered accountant for a decade, Sarthak Ahuja, who took to his Instagram and shared an insight on the same. The video has garnered over twelve thousand likes so far. In the clip, Ahuja highlighted that the popular Japanese-origin super tea is gaining ground across Indian farmlands. With the bulk of buyers, like cafes, paying between Rs 3500 and Rs 20000 per kilo, and D2C brands selling 50g packs for up to Rs 1500, matcha is quickly becoming one of the most lucrative crops on the block. But what's driving this sudden surge? And is it even sustainable? Let's understand. Why does matcha sell for Rs 20,000 per kilo in India? Matcha is an expensive tea—usually ₹20,000 per kilogram—because of the intensive labour in cultivation and processing. "While regular green tea is exposed to the sun for its entire lifetime, matcha is shaded from the sun for weeks prior to harvesting, which leads to higher chlorophyll content and a higher amino acid level of L-theanine," says Dr. Shrey Srivastava, Founder of Doctors on Duty (DOD). According to Dr. Srivastava, "Leaves are hand-harvested, steamed, dried, and finally ground into a fine powder by manual stone mills—a long, labour-intensive process. The careful manufacture produces a high-quality product containing plenty of antioxidants, flavour, and nutrients." World demand for matcha has gained momentum due to its health advantages, such as heightened metabolism, detoxification, enhanced alertness, and long-lasting energy without the crash of caffeine. It is now broadly incorporated not only in tea but also in lattes, smoothies, and sweets. Demand for Matcha cultivation has spiked in India Indian farmers have begun planting matcha owing to increased global demand and its high price in the market. 'Previously cultivated in Japan, matcha is a green tea leaf powder, which is prepared from specially cultivated green tea leaves that are high in antioxidants and health factors. Where favourable climatic conditions exist, such as in Assam, Darjeeling, and Nilgiris, Indian farmers are considering matcha as a value crop," Dr. Bhumesh Tygai, Senior Consultant-Internal Medicine, Sharda Hospital. Farming advice, better methods of cultivation, and export avenues have also contributed to this phenomenon. "Moreover, the growing consciousness of health and organic food demand domestically and abroad is prompting Indian farmers to diversify and try their hand at new crops such as matcha," he added. Why have Indian farmers also started cultivating matcha? What's the trigger? Indian farmers, particularly from states such as Assam, Nilgiris, and a portion of Himachal Pradesh, have felt the monetary value of the crop. Favourable climatic conditions and growing international demand have pushed farmers to opt for the cultivation of matcha as a high-value crop against conventional tea. "Incentives from the government, application of organic farming, and growing concern about world tea markets have also prompted Indian farmers to experiment with diversification and tap matcha's value segment," says Dr. Srivastava.
Bangkok Post
30-06-2025
- Business
- Bangkok Post
Thai Obayashi, Saha Group Launch Luxury Hotel Venture
Thai Obayashi, one of Thailand's leading construction companies, has signed a Memorandum of Understanding (MoU) with Saha Group to jointly develop a luxury hotel on a prime site in the Ratchadamri area. The collaboration follows the successful Kingsquare project on Rama III Road, where Thai Obayashi served as the main contractor under Saha Group's assignment. The strong relationship and mutual trust established through that project have now culminated in this new joint venture—their first partnership in real estate development. The two parties have also joined forces with Seibu Prince Hotels Worldwide, a core company of Japan's Seibu Group and a renowned global hotel operator. Mr Pornchai Sittiyakorn, President of Thai Obayashi Corporation Limited, stated that the project will feature 200 high-end guest rooms along with an array of facilities, including banquet halls, meeting rooms, fine-dining restaurants, and an international-standard spa. The hotel will form part of a larger mixed-use development, which will also offer office space and full-service retail areas. 'This partnership marks a major milestone, evolving from a traditional business relationship to a strategic alliance. We believe this hotel will play a significant role in boosting the economy and enhancing Thailand's global image,' Mr Pornchai said. Mr Vichai Kulsomphob, CEO and Executive Chairman of Saha Pathana Inter-Holding Public Company Limited, added that the hotel will be operated by Seibu Prince Hotels Worldwide, a well-regarded Japanese hotel brand known for world-class service. This aligns with the shared vision of Thai Obayashi and Saha Group to deliver an exceptional guest experience. Construction is expected to be completed, and the hotel opened, by 2029. 'This hotel reflects our aim to revitalise the historic Ratchadamri area. Through this collaboration with Thai Obayashi, we aspire to create a new landmark in the heart of Bangkok. Meanwhile, operation by Seibu Prince Hotels Worldwide will ensure global standards and elevate service quality to support Thailand's tourism sector,' Mr Vichai said. Mr Toshihiro Matsuo, Senior Vice President and Executive Managing Officer of Seibu Prince Hotels Worldwide, commented: 'We are incredibly excited to partner with Thai Obayashi and Saha Group on this prestigious project in Bangkok, a city that perfectly aligns with our vision for global expansion.' 'This collaboration underscores our commitment to bringing Japanese-origin hospitality experiences to key international markets. We are confident that our distinctive approach—combined with the project's prime location and outstanding design—will deliver a truly memorable experience for both business and leisure travellers, setting a new benchmark for luxury hospitality in Bangkok.' Envisioned as a 'Garden in the Sky,' the hotel will span floors 26 to 36 of the tower. Guests will enjoy panoramic views of the city from the main lobby on the 27th floor and unwind at the infinity pool. The property will also include a Japanese restaurant with private dining rooms, as well as a full suite of amenities including a lounge and bar, spa, fitness centre, club lounge, and flexible banquet and meeting spaces.
India Gazette
07-06-2025
- General
- India Gazette
Chhattisgarh: IGKV hosts Mango Festival with over 1,000 varieties on display; CM Sai hails innovation
Raipur (Chhattisgarh) [India], June 7 (ANI): Indira Gandhi Krishi Vishwavidyalaya (IGKV) in Chhattisgarh's Raipur is hosting the second edition of its Mango Festival, drawing participation from farmers across several states and showcasing over 1,000 varieties of mangoes. Chhattisgarh Chief Minister Vishnu Deo Sai, who witnessed the event on Saturday, praised the effort and expressed hope that the festival would inspire innovation and diversification among local farmers. 'This is the second year of the Mango Festival hosted by Indira Gandhi Krishi Vishwavidyalaya. Mango-producing farmers from more than 5-6 states have participated. Today, we can see over 1,000 varieties of mangoes on display. Generally, we are only aware of 8-10 varieties, but here we even saw the Miyazaki mango, which costs around 2.7 lakh per kg,' CM Sai said. 'This fair will continue for four days, and farmers will get a chance to see and get inspired to grow such varieties on their own farms,' he added. Among the festival's highlights is the rare Japanese-origin Miyazaki mango, known for its rich red colour and high market value. The CM said farmers and those interested in farming horticultural crops will be inspired by this event. Meanwhile, the CM also highlighted the religious significance of Mango leaves. In addition, Krishna Mohan Choudhary, the Chief Horticulture Specialist of Malihabad, highlights the success of a new technique called bagging, which was adopted by local mango farmers. The bagging technique has improved the quality of mangoes and increased their demand in both domestic and international markets. 'Malihabad of Uttar Pradesh is world famous for mangoes. There is a lot of infestation of mangoes, which causes the garden to be ploughed from time to time, and a polythene strip is put on the trunk of the mango tree to protect it from insects. A new technique has come up: putting mango bags on mangoes. For the last 4-5 years, farmers have been using this technique, and the horticulture department has supported them a lot. They have given a subsidy to the is a lot of demand for it abroad, and it goes out of the country in large numbers,' said Krishna Mohan Choudhary. 'The cost of the bag is around Rs 2-2.5, and labour charges for putting it on the mango are Rs 0.50, totalling around Rs 3. Farmers are getting more than double the profit compared to non-bagged mangoes, with a significant increase in income,' he added. (ANI)
