Matcha days are (almost) over. Indian cities have a new obsession: Google report

According to Google's latest data, India is moving beyond matcha now. There are two new flavours on the block.India has a new drink obsession (Photo: Unspash)Matcha this, matcha that. Matcha in our cups, matcha in our desserts, matcha on our Instagram feeds. At this point, this viral beverage is not just a drink anymore.Matcha chocolates, matcha protein powders and, of course, the endless parade of matcha lattes, all exist now. Actors have even turned their love for the drink into businesses. And somehow, matcha has managed to sneak into places like perfumes, scrubs, candles and skincare. It's almost like the status quo.People have also spent enough time talking about its supposed health benefits, caffeine content and possible side effects. In short, matcha has had quite the run. Not only did searches for “how to make matcha” surge by 1,300 per cent, according to a new Google Trends report, but other breakout searches like “matcha whisk” and “matcha bowl” also peaked in August 2026.So, maybe the matcha game is not over just yet, but competition is lining up. We are not saying it, the data is actually. According to the Google data, two lesser-known drinks are brewing their own moment in India. One is vivid purple, the other is deep, roasted and decidedly less grassy than the green drink we've all become familiar with.If you're a matcha girlie, chances are you've already heard of their names: Ube and Hojicha. And if you haven't, well, this might be your introduction. India's obsession with new beverages India's new drink obsessionUbe (pronounced oo-bay) is a naturally purple sweet yam from the Philippines, known for its vivid violet colour and mildly sweet flavour. It has increasingly found its way into lattes, desserts and matcha blends too. Search interest for ube in India climbed steadily over the past year, hitting an all-time high in August 2026.The experimentation is visible in what people are searching for too, with “ube matcha” and “ube coconut” emerging as breakout searches, while interest in “ube latte” and “ube cafe” continues to grow. Ube is making its way on the cafe menus in India (Photo: Pexels) One interesting data point in the report is about where the ube curiosity is brewing the most. Telangana is leading India’s search for ube!Coming to Hojicha, it's a Japanese green tea made by roasting the leaves. It has a deeper, toastier and less grassy flavour than matcha, making it an appealing alternative for those looking beyond the familiar green tea. Data shows that curiosity has remained strong through August 2026 as well. One cup of Hojicha might just be the refreshing drink you need (Photo: Getty) Meanwhile, Delhi is driving interest in Hojicha, even as the matcha wave continues across the capital, Goa and Chandigarh.The matcha love affair isn’t over yet, but perhaps it’s time to see what else is match(a)-ing your mood.- EndsPublished By: Jigyasa SahayPublished On: Sep 11, 2026 11:25 IST