In conversation with Siddharth Shah and Dr Kunal Shah, Co-Founders of Bree Matcha, on bringing Japan’s 900-year-old tea tradition to India
From a chance encounter in Japan to a fast-growing wellness movement in India, matcha has found a new home with Bree. Founded by entrepreneurs Siddharth Shah and Dr Kunal Shah in collaboration with actress Sanya Malhotra, the brand blends Japanese tradition with Indian innovation to meet the rising demand for functional, clean-label beverages. Positioned at the intersection of health, culture, and lifestyle, Bree Matcha is not only capitalising on the growing shift towards conscious consumption but also shaping India’s next big drink trend.
In conversation with BW Retail World, Siddharth & Kunal discuss matcha’s rise in India, changing consumer habits, their growth plans, and why they believe matcha is far more than a passing trend.
Bree Matcha has quickly carved a niche in India’s beverage space. Can you walk us through the inception of the brand and what inspired you to bring matcha here?
Siddharth Shah: The matcha wave in India is very strong right now! It has even overtaken coffee in virality. Honestly, we’ll take some credit for that. At Essenzaa, we’ve always believed in combining tradition with modern science. When Sanya Malhotra approached us with the idea of matcha, we were immediately aligned. It fit perfectly into our vision of introducing superfoods to India, and Bree was born.
How is India’s matcha market evolving compared to tea and coffee?
Siddharth Shah: Every generation has its drink. Baby boomers had masala chai, millennials had coffee, and Gen-Z will have matcha. Today’s consumers want functional, health-focused beverages rather than empty calories. Matcha delivers antioxidants, focus, and clean energy without the crash—exactly what young Indians are looking for.
Social media often makes matcha look like an “Instagram trend.” Is it here to stay?
Siddharth Shah: Definitely. Matcha is not a passing trend—it’s here to stay. Gen-Z is drinking less alcohol, prioritising fitness, and adopting healthier lifestyles. Matcha fits perfectly into that shift. Our repeat order ratios, celebrity endorsements, and growing community show that this is just the beginning.
What has been Bree’s core growth strategy so far, and what are your plans for the next three to five years?
Siddharth Shah: From day one, we focused on authenticity and education. India lacked clean, high-quality matcha products, so we built trust by being transparent about sourcing and grades. Education is still key—answering questions about preparation and benefits.
Looking ahead, we’ll go deeper with new matcha varieties and wider with expanded distribution. Right now, we’re available on our website, Amazon, and BlinkIt, but we’ll soon reach more platforms and retail channels.
Beyond being a wellness trend, matcha is steeped in history. How do you position Bree Matcha to build authenticity in India?
Kunal Shah: Education is central to what we do. Matcha has a 900-year-old Japanese heritage rooted in mindfulness and health. We share that story through workshops, collaborations, and content. Plus, transparency matters—our matcha is sourced directly from Kagoshima in Japan and manufactured by Essenzaa Nutrition, which is globally recognised.
What new products or formats can we expect from Bree?
Kunal Shah: We started with ceremonial matcha, but we’re now developing premium everyday blends that balance quality with affordability. We’re also experimenting with flavours and functional blends—like matcha with added benefits. Flavoured matcha is a great entry point for new consumers, and we see strong potential there.
Cost is often seen as a barrier. How do you address that perception?
Siddharth Shah: At home, a cup of matcha costs just Rs 20– Rs 80, which is quite affordable compared to café prices. For our target audience—health-conscious consumers—this isn’t a barrier. Over time, as more people experiment at home, the perception of matcha being “expensive” will fade.
What role has Sanya Malhotra played in this journey?
Siddharth Shah: Honestly, Sanya is Bree’s biggest enthusiast. She discovered matcha before our collaboration and carries it everywhere. Whether she’s travelling or visiting us, she’s always whisking matcha for everyone. Her passion keeps inspiring us and our community.
