May 21: On the occasion of International Tea Day, a new consumer study by Hansa Research Group reveals that India’s tea culture is entering a new era where tradition, wellness, functionality, and premiumisation are increasingly converging.
Tea continues to remain one of India’s strongest daily rituals, with nearly 84% of respondents consuming tea every single day and over 55% drinking multiple cups daily, reinforcing tea’s role as a deeply embedded lifestyle habit rather than merely a beverage choice. Traditional milk chai remains the most preferred category at 42%, followed by black tea, green tea, and cutting chai.
At the same time, newer global tea formats are rapidly becoming mainstream among urban consumers. Around 66% of respondents say they have already tried matcha, while 57% have consumed bubble tea, signalling that these formats are no longer niche or imported trends but are steadily entering everyday consumption behaviour.
The findings further reveal that wellness, not Instagram or influencer culture is becoming the strongest driver behind specialty tea adoption. Over 51% of respondents cite health and wellness perceptions as the primary reason for consuming specialty teas, ahead of 39% who attribute it to social media influence and 22% who point to influencer recommendations. The category is increasingly being viewed as a credible wellness choice rather than merely an aesthetic or trend-led product.
Functional tea consumption is also witnessing strong momentum. Nearly 73% of respondents say they already consume functional teas, with stress-relief teas emerging as the dominant category at nearly 40%, significantly ahead of immunity, sleep-support, and gut-health variants. The findings indicate that post-pandemic mental wellness concerns and stress management are increasingly shaping beverage choices in urban India.
The study also highlights evolving ingredient preferences within the tea category. Adaptogens emerge as the most preferred functional ingredient category, followed by protein-infused ingredients, collagen-based formulations, plant-based blends, and natural sweeteners, reflecting rising demand for teas that combine functionality, wellness, and lifestyle positioning.
A clear premiumisation trend is also emerging within India’s tea market. While the largest segment of consumers remains comfortable paying between ₹100–₹200 for specialty tea beverages, nearly 78% of respondents in the ₹10 lakh+ annual income segment are willing to pay ₹350 or more per cup for premium tea experiences.
The long-term outlook for the category remains highly positive; with nearly 92% of respondents, believing specialty teas will become mainstream in India over the coming years, signalling a strong runway for premium tea cafés, RTD formats, wellness-led innovations, and functional tea products.
Praveen Nijhara, CEO of Hansa Research Group, said, “India’s tea market is now evolving beyond tradition into a wellness and lifestyle-led category. Consumers are increasingly associating tea with stress relief, functionality, health, and premium experiences. What stands out is that specialty tea adoption today is being driven more by wellness needs than by social media influence, indicating genuine long-term behavioural change.”
The findings suggest that tea is rapidly emerging as one of India’s most dynamic consumption categories — balancing heritage, health, premiumisation, and global influence all at once.