India, Jan. 31 -- Matcha is everywhere, and nowhere (more on that in a bit).

There are matcha croissants, cupcakes, coladas, facewashes, lip balms, candles, chewing gum, toothpaste.

It emerged as a healthy alternative to coffee, about 10 years ago. You either like its foamy earthiness, or abhor it.

Before we get to the menu adoption cycle that has seen it infiltrate everything, a quick recap.

The bright green powder, made from Japan's shade-grown tencha tea leaves, was traditionally meant to be mixed with water in a bowl, by the consumer, using a bamboo whisk. In a traditional tea ceremony dating back more than 500 years, the individual whisked, rotated the bowl and sipped mindfully, grateful for the delicacy.

Only about 6% of Japan'...