Guwahati: As Japanese Prime Minister Sanae Takaichi concluded her three-day visit to India, a decade-long India-Japan collaboration in Assam’s tea gardens delivered a milestone of its own, with the country’s first commercially produced Matcha tea being sold through the Guwahati Tea Auction Centre (GTAC).
The historic sale took place during Sale No. 27, when Lot No. 7001 of Matcha tea produced by Chota Tingrai Tea Estate in Tinsukia district fetched ₹3,000 per kg. The lot was purchased by Guwahati-based Sheosons Chai Co. through auctioneers J. Thomas & Co. Pvt. Ltd.
The sale marks the first time that commercially manufactured Indian Matcha has entered the country’s auction system, opening a new chapter for Assam’s tea industry and highlighting the growing economic and technological partnership between India and Japan.
Chota Tingrai Tea Estate has spent nearly a decade working with Japanese tea manufacturers, agronomists and equipment suppliers to master the art of producing authentic Matcha, a finely ground green tea powder that is central to Japan’s centuries-old tea culture and has become a global wellness phenomenon.
The estate also established a fully automated Japanese tea manufacturing facility in Assam, making it the country’s pioneer in Japanese-style green tea production.
“We have been working with tea experts from Japan for the past decade to introduce the highest quality of green tea to the Indian market. The launch of authentic Indian Matcha is a milestone we are incredibly proud of,” said Mrityunjay Jalan, Director of Chota Tingrai Tea Estate.
Piyush Bajpai of Sheosons which purchased the historic Matcha lot, said the tea had impressed buyers with its quality and appearance.
“The Matcha has a bright, vibrant green colour, which is a strong indicator of its richness and quality. The powder is very fine, uniform and free of lumps, reflecting excellent manufacturing standards. Overall, it has set a good benchmark for anyone looking to enter the Matcha segment in India,” he said.
Bajpai said the tea has been bought primarily for the domestic market and will be marketed in multiple formats, including packets and gift boxes.
“This is just the beginning. We will take a call on the broader marketing strategy after further discussions, but we see good potential for Indian Matcha in the domestic market,” he added.
The timing of the breakthrough is significant. During the 16th India-Japan Annual Summit, the two countries reiterated their commitment to deepen cooperation in trade, technology and the development of Northeast India, which has emerged as an important pillar of the bilateral relationship.
The Assam Matcha story offers a tangible example of that partnership, demonstrating how Japanese expertise and technology can help create new opportunities in one of India’s traditional industries.
Globally, demand for Matcha has surged in recent years, driven by its popularity as a health beverage and as an ingredient in foods, desserts and speciality drinks. Industry experts say the rapid growth in demand has outpaced supply in major producing countries, creating opportunities for new producers.
For Assam, renowned worldwide for its strong black teas, the successful auction debut of Matcha represents a significant diversification into high-value speciality teas and a move up the value chain.
Industry observers believe the development could encourage more Indian tea producers to explore premium niche products and position India as a player in the rapidly expanding global Matcha market.
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From a Japanese tea tradition finding a home in Assam’s tea gardens to a landmark sale at the country’s largest CTC auction centre, the debut of Indian Matcha has become more than a tea story—it is also a story of how India-Japan cooperation is brewing new possibilities in Northeast India.
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