From classic milk and passion fruit to Jamun Kala Khatta and Mango Matcha, and in Slurpy Pearls, the ancient Indian chai story is turning the page, young and less young, yet grasping the trend of bubble tea. India’s bubble tea market is expected to grow from $450 million in 2024 to $930 million in 2033, turning it into a mature “bubble tea party.” and a type brewed in India and age. It’s almost everyone’s tea.
So, while like many other Indians, Gurgaon-based Prisha and Rakesh Mandavaya ran in steady tea all day, their 12-year-old son followed suit. Apart from the drinks he chose, it was a bit fashionable. “He was totally fascinated by the bubble tea. I’m not sure it was the rush of sugar, the fruity taste, or just making those chewy cassava pearls for fun.
This quirky drink, which owns India in the Philippines, North America and beyond, is now a storm in India, leading the way with new era brands such as Boba Bhai, Nomi Tea and Harajuku Tokyo Caf.
Originally made in Taiwan in the 1980s, bubble tea is a refreshing treat for elementary school students. Since then, it has spread all over the world, from “Boba” and “QQ” (s in Chinese) to “Boba” and “QQ” (a Chinese s-language) in the western region.
“A innovative franchise holder started adding different fruit flavors to her creamy tea to her milky tea, and then she shaved vigorously to mix everything together. The bubbles formed on the top. Kids love the new dimension of their tea, the sweet taste of tea and other franchise holders and other books followed suit.
What promotes the trend in India?
“As Indian millennials and Gen Z are influenced by international travel, social media trends and popular culture, bubble tea (known for its colorful aesthetics, chewy cassava pearls and a variety of flavors, naturally caught their attention. Over the past few years, we have seen a curiosity about Korean culture, music, food, food, Ur, both rising and Indian wine. Dhruv Kohli, founder and CEO of Boba Bhai, told PTI.
Mansi Bhatt is one of them, a college student in his 20s.
“I tried bubble tea in Delhi first and it was refreshing, hip and stylish. It gave you a sense of satisfaction with both sugar and social media. I love this flavor, and you can try to use different flavors and toppings to make the whole experience better,” Dehradun based on Dehradun.
Although the younger crowds form India’s core bubble tea fan base, their appeal is rapidly expanding.
“When we first launched, bubble tea was still a niche product, but now it’s a mainstream product… Yes, Gen Z and Millennials are definitely our core audience, but not just them.
“We see students, young professionals, and even families mixing up for bubble tea. The appeal is experience-interactive, fun and customizable,” Gaurav Kanwar, founder of the Japanese-inspired fast-service restaurant Harajuku Tokyo Tokyo Cafe, has made multiple bids with Delhi-NCR.
Although flavours like classic milk, taro, matcha and even cheese foam brought the Indians into the bubble tea game, local taste buds were soon ready to take over. Soon, Desi’s twists like Jamun Kala Khatta, Chilli Guava and Mango Matcha started to add the mix – because when it comes to flavor, India won’t stay in the bubble for a long time.
“One of the reasons why bubble tea is growing and successful in India is its adaptability to local flavors. Known as a country that combines global trends with regional styles, whether in fashion, food or entertainment, it’s no surprise that Indians began to embrace bubble tea and make their own bubble tea on their own.”
The unprecedented rise of bubble tea has prompted new-age coffee brands to make room for the latest participants in the tea family. Tea is the second most popular drink in the world.
For example, the first coffee that claims to be India’s fastest growing specialty coffee brand, has brought in international experts to train their teams to develop a new series of Boba Tea.
“Boba Tea has quickly become the strongest performance in our beverage lineup. The impressive higher sales trends and customer demand for bubble tea consistently confirm its potential as a driver of our strategic growth,” said Sohrab Sitaram, co-founder and CEO of First Coffee.
Despite its smooth growth trajectory, the beverage’s success story carries a “sweet” focus (its high sugar content) and is often marked by worrying parents. These brands have realized that they acknowledge that “effective attention” they are responding by customizing sugar levels and offering sugar-free alternatives.
“At Harajuku Tokyo Cafe, we allow customers to choose their sugar levels, ranging from zero sugar to 100% sweetness, so they can control their intake. We also introduce sugar-free options, and ultimately, it’s balanced – bubble tea, such as coffee or desserts, can be indulgent but to fit the right choice.
The bubble tea industry is obviously bubbling.
