India, June 24 -- Before the viral reels, taste tests and morning rituals, matcha used to be niche. Its roots trace back to over a thousand years, when Buddhist monks consumed it in China, to 12th-century Japan, where it was integrated into traditional tea ceremonies. Cut to today: It's everywhere, splashed onto our feed. It's not just a drink, it's an aesthetic, one that represents a shift from strong coffee that comes with an inevitable crash. A frothy green drink's relentless rise is kind of hard to miss, even if you're not one to follow trends. Especially when every other corner in your neighbourhood has a brand new matcha bar with Gen-Zs lining up and insisting on ceremonial grade only. But not everyone is drinking the proverbial Koo...