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Opinion National Interest PoV 50-Word Edit

ThePrint On Camera Videos In Pictures

Society & Culture Around Town Book Excerpts Vigyapanti The Dating Story

More Judiciary Education YourTurn Work With Us Campus Voice

Ube is all set to kick out matcha from Indian cafes. Expect purple frappe, boba tea, kulfi

Ube’s sweet, nutty, almost vanilla-like flavour doesn’t need convincing. You don’t have to acquire a taste for it. And matcha fatigue is all too real.

Matcha’s glorious run in India is now under threat. A new colourful drink has entered the Instagram algorithm and is all set to become the next cool thing in cafes. Ube—pronounced ‘oo beh’, in case you were about to embarrass yourself—is set to capture the Indian market.

Let’s start with the basics. Ube is made from purple yam, which is native to the Philippines. It’s not new, not rediscovered, not some ancient ‘superfood’ which has been unearthed. In fact, farmers in Karnataka, Kerala, Maharashtra, and Odisha have been farming purple yam for a while.

What’s new is the West’s obsession with it. And once the West gets obsessed, you know what happens. Indians........

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