In a wellness-forward world, where health trends are as fleeting as Instagram reels, matcha has brewed its way to staying power, and riding that green wave is actor-turned-entrepreneur Sanya Malhotra. Known for her versatile roles on screen, Malhotra is now venturing into the wellness space with BREE Matcha, a brand she co-founded with Siddharth Shah, who is also behind the parent company Essenzaa Nutrition.
BREE Matcha makes its debut in the Indian wellness space, blending ancient Japanese tea traditions with modern Indian lifestyles. The brand launches with three signature offerings: Everyday Matcha, Ceremonial Matcha and a Ceremonial Matcha Kit - which includes a traditional chasen (bamboo whisk), bowl, spoon and premium matcha.
Malhotra and Shah recently sat down for a deep-dive conversation with exchange4media, unveiling the philosophy, purpose, and plan behind BREE Matcha, and how it aims to be more than just a beverage brand, but a lifestyle statement.
Malhotra’s tryst with matcha began a couple of years ago when she personally made the switch from coffee to matcha. “I fell in love with it. I loved the taste, but more importantly, I loved the benefits,” she recalls. However, finding the right product in the market remained a struggle. “I called up my manager and said, ‘JJ, I can’t find the right kind of matcha—why don’t we source it better?’” she says. That one call sparked a journey that turned a personal habit into a brand with purpose.
Her intention was simple: introduce high-quality, clean, ceremonial-grade matcha to Indian consumers, many of whom were unaware of what true matcha could offer. With nutritionist Kunal Shah on board and a committed team behind her, Malhotra began working on what would become BREE Matcha.
What Makes BREE Matcha Different?
In a market flooded with superfood launches, positioning is key. Shah, a wellness industry insider and cofounder, outlined a crystal-clear differentiator: purity and experience.
“Our goal is to keep the product extremely clean - no additives, no gimmicks. Just authentic, shade-grown matcha, made to feel like it’s been picked fresh from the field and placed right in front of you,” Shah shares.
From packaging to communication, the emphasis is on elevating matcha from a beverage to a sensory ritual. BREE’s ceremonial-grade matcha comes in meticulously designed boxes that open like a flower. Each pack includes surprise elements - stickers to customize your tin, and a recipe book that helps first-timers explore creative matcha uses, from iced lattes to pancakes.
Wellness fads come and go, but BREE Matcha is banking on matcha’s proven benefits to ensure staying power. According to the founders, matcha boasts up to 100 times more antioxidants than green tea, enhances brain function, improves skin health, and even supports cognitive clarity.
What sets it apart is that these benefits are not just scientific claims, but personal experiences for Malhotra and Shah, who have both integrated matcha into their daily routines across hectic film shoots and boardroom brainstorms.
Celebrity Founders and Brand Involvement
Celebrity-led brands are often criticised for being little more than endorsement opportunities. But Malhotra is determined to break that perception. “I don’t do anything half-hearted,” she says emphatically. “Whether it’s a role in a film or launching this brand, I go all in.”
She’s deeply involved in everything from content strategy to brand design, often bouncing ideas with her cofounders over WhatsApp. “I wish I could show you our WhatsApp chats—they’re full of passion,” she laughs. “I feel so lucky to be doing this with the right people around me.”
That authenticity resonates more than marketing muscle. She believes films gave her discipline; this venture gives her autonomy and purpose. She doesn’t just appear in brand campaigns - she’s part of every brainstorm, creative review, design call, recipe trial.
And while comparisons to other celebrity brands like Shraddha Kapoor’s Palmonas are inevitable, Malhotra’s focus is more about authenticity than visibility. “This product reflects my life. I live a balanced lifestyle, and BREE Matcha fits naturally into that. That’s why it works.”
Maintaining equilibrium between IPO-level stardom and growing a wellness startup is no small feat. “I love balanced living,” Malhotra explains. “When I’m shooting, I finish on time, go home, do my yoga, spend time making matcha for the crew and family. That grounding is essential. And BREEMatcha fits into that rhythm —it doesn’t feel like extra work; it feels like an extension.”
For Shah, this balance is a calculated decision. He brings Essenzaa’s rigorous research protocols to every phase, from sourcing to R&D to packaging design.
A Brand Rooted in Lifestyle
“We’re not just building a brand, we’re building a lifestyle and a mindful ritual,” Shah declares. And the numbers back up the trend. “Searches for matcha have increased by over 500 percent in India alone,” he says, attributing the popularity to its vibrant appearance, versatility, and compelling health benefits.
The brand is conscious about integrating itself into daily life, whether it’s through dirty matchas (a blend of coffee and matcha), or innovative recipes like Malhotra’s personal favourite—the Mango Matcha Latte. Shah, on the other hand, swears by his coconut matcha with jaggery, emphasising that BREE Matcha isn’t meant to be restrictive. It’s adaptable, flavourful and wellness-forward.
For consumers overwhelmed by choices—from charcoal masks to collagen powders—matcha is a daily habit with tangible benefits and sensory pleasure.
All that said, hype without honesty falters. BREEMatcha stakes its future on quality—no additives, no shortcuts, just carefully sourced tea. With growing health consciousness, consumers often compare matcha to green tea or coffee. Shah explains the distinction simply.
“Matcha is green tea, but grown differently, it’s cultivated in the shade, which gives it that vibrant green hue and higher chlorophyll content. It contains L-theanine, an amino acid that provides calm energy—unlike coffee, which often causes jitters.”
Malhotra, who once dealt with post-coffee anxiety, found matcha to be a gentle yet effective alternative. “It gives you focused, steady energy. No jitters, no crash,” she affirms.
What’s Next?
Building a sport cannot be just transactional. It's got to feel shared. Shah unveiled plans for matcha workshops, tasting sessions, and user-generated recipe contests.
But the real magic? Educating consumers on technique: how to measure powder, how much water to use, which blend fits their wellness goal, what utensils to pair (their bamboo whisk). These efforts aim to reduce the common “newbie mistakes” that lead to poor matcha experiences and misleading impressions of the category. Even packaging labels and campaign content speak to that intent; they aren’t selling hype; they’re sharing culture.
In a wellness market that often feels saturated with fleeting trends, BREE Matcha’s mindful approach backed by a passionate founder, a committed team, and a genuine product might just be the ritual India didn’t know it needed.
Malhotra’s move from camera to kettle isn’t just a celebrity’s side hustle - it’s a signal that India’s wellness scene is shifting from trends to thoughtful consumption. As Malhotra signs off, whisking ceremonial matcha with their signature bamboo ball, she smiles: “It’s not work—it’s passion. And passion always tastes better.”
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