Health-conscious Indians drink green tea
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Signal
Jul 29, 2014
Health-conscious Indians drink green tea

From Assam to Darjeeling, India has long been associated with tea drinking. But while the tea category has stopped growing, green tea is bucking the trend. Fuelled by health-conscious Indians, demand for green tea is growing at 60% year-on-year.

In comparison to black tea, which is growing at around 2%, green tea has experienced a boost in popularity. Touted by nutritionists as an "elixir for people with hectic lifestyles", food blogger Nandita Iyer says everyone from gym goers to corporate executives carries a green tea sachet with them. "It has become an aspirational drink for young urban Indians whose food habits are not under control," says Vikram Grover, VP and marketing head at Tata Global Beverages.