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The Economic Times

Economy / The Economic Times

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Meet ube, the purple yam hoping to become Indias next matcha

Ube, a purple yam from the Philippines, is gaining popularity in Indian cafes among younger consumers. Its vibrant color and unique flavor are attracting attention across various demographics. Chains like Starbucks have introduced ube products, expanding the flavor options available. However, challenges in sourcing fresh ube may affect consistency for cafes. Despite this, ube's versatility suggests it is here to stay in the market.

4 Oct 2026 7:17 am