New Delhi, May 18 – Bubble tea, the quirky, chewy beverage born in 1980s Taiwan, is finding its fizz in India’s ever-evolving tea landscape. With vibrant flavours, slurpy tapioca pearls, and customisable sweetness levels, this once-niche drink is now becoming a nationwide craze — especially among the young and the young-at-heart.
Bubble Tea Market Set to Double by 2033
According to market research by Custom Market Insights, the bubble tea market in India is poised to grow from USD 450 million in 2024 to a whopping USD 930 million by 2033. The drink, also known as boba, QQ, or booboo in various regions, has now become part of India's mainstream beverage culture.A New Generation of Tea Lovers
For Gurgaon-based couple Prisha and Rakesh Mandavaya, tea is a household staple. But their 12-year-old son prefers his tea with a twist. “He’s completely hooked on bubble tea. Whether it’s the sugar, the flavours, or the chewy pearls, kids really enjoy the whole experience,” said Prisha.This sentiment reflects a broader shift. What started as a trendy treat for school kids in Taiwan has become a full-blown phenomenon, charming Indian millennials, Gen Z, and even older generations.
Rise of Boba Brands in India
Leading the charge are emerging brands like Boba Bhai, Nomi Tea, and Harajuku Tokyo Café, offering everything from classic milk and taro flavours to inventive blends like chilli guava, mango matcha, and jamun kala khatta.“Indian youth, influenced by global travel and pop culture, are naturally drawn to bubble tea,” said Dhruv Kohli, founder and CEO of Boba Bhai. “Its colourful presentation, endless flavour combinations, and fun textures make it irresistible.”
With 50 stores and growing, Boba Bhai is tapping into both global appeal and local innovation.
From College Campuses to Family Outings
Delhi-based college student Mansi Bhatt summed up the appeal: “It’s refreshing, hip, and social media-worthy. I love experimenting with flavours and toppings.”Gaurav Kanwar of Harajuku Tokyo Café noted that while students and young professionals form the core customer base, families are also embracing the trend. “It’s not just a drink, it’s an experience — interactive, fun, and customisable.”
Local Flavours, Global Style
India’s bubble tea scene is quickly adapting to regional preferences. The menu now features indigenous favourites like kala khatta and jamun, giving a desi twist to the global trend.“India excels at blending global trends with local flair,” said Kohli. “Bubble tea is no exception.”
Coffee Chains Join the Party
Recognising the trend, even specialty coffee brands are diversifying. First Coffee, a fast-growing Indian brand, has incorporated bubble tea into its offerings.“Boba tea is one of the strongest performers in our beverage lineup,” said Sohrab Sitaram, co-founder and CEO of First Coffee. “Its popularity reinforces its role as a strategic growth driver.”
Addressing the Sugar Factor
Despite its soaring popularity, health-conscious consumers have raised concerns about bubble tea’s sugar content. Brands are responding by offering customisable sugar levels and sugar-free alternatives.“At Harajuku Tokyo Café, customers can choose their sweetness level, from zero to 100 per cent. It’s about balance and making indulgence more mindful,” said Kanwar.
The Future Is Bubbly
From Instagrammable aesthetics to flavourful diversity, bubble tea is no longer just a fad — it’s a cultural shift. As Indian consumers look for experiential, customisable, and fun food options, bubble tea’s rise signals a new era in the country’s beverage revolution.In India’s chai-loving nation, bubble tea is brewing up something refreshingly new — and it’s only getting started.