A matcha café concept has been introduced in Gurgaon, signalling a shift in beverage trends within India’s café market. Cha & Co., developed by CYK Hospitalities, is being positioned as a Japanese culture-inspired café where matcha is placed at the centre of the offering. The outlet has been launched at Ireo Grand View High Street in Sector 58, targeting consumers seeking alternatives to conventional coffee-led formats.
A clear gap in the availability of authentic matcha experiences in India has been identified as the driving force behind the concept. Ayushi Sharma, Co-founder of Cha & Co., has stated that authentic matcha options were limited in 2024, which led to the creation of a space designed to make matcha part of everyday consumption. The concept has been structured to highlight ceremonial-grade matcha through a focus on sourcing, preparation, and presentation.
The brand’s sourcing strategy has been centred on established matcha farms in Uji, Japan, a region widely recognised for its matcha production. Amogh Sharma, Co-founder of Cha & Co., has stated that the objective is to deliver a global-standard matcha experience in India while maintaining strict quality benchmarks across all offerings. Consistency in taste and experience has been prioritised as a key differentiator.
Operational execution of the project has been managed by CYK Hospitalities, with support provided across concept development, menu engineering, hiring, training, food trials, and standard operating procedures. Design direction has also been aligned to reflect the cultural inspiration behind the café.
The concept has been built around delivering a unified guest experience, as noted by Pulkit Arora, Director and Culinary Expert at CYK Hospitalities. Market positioning has been guided by the identification of an underserved segment, with Simranjeet Singh, Director at CYK Hospitalities, stating that a clear gap exists within the café industry for specialised matcha-focused formats.
With evolving consumer preferences and increasing interest in niche beverage categories, the entry of a matcha-led café concept is expected to contribute to diversification within India’s urban dining landscape.