With collagen supplements, herbal teas, and superfoods flooding the shelves, one brand aspires to stand out by betting on matcha. Yes, you heard that right, Glow Glossary, claims to sell an entire ritual around mindful consumption. Founded by Pratishtha Rawat, the brand claims to generate Rs 13 lakh in monthly revenue with a solid 44% EBITDA, but can it sustain its growth in a market where trends fade fast and competition is relentless?
A business brewed over Matcha
Glow Glossary’s story began in a way that many wellness brands do—with a personal discovery. Rawat, who spent over six years in the U.S., was introduced to matcha through a close friend from Japan. What started as a personal wellness journey soon turned into a business idea. “Glow Glossary began with a friendship and a cup of matcha. I was introduced to matcha not just as a drink, but as a ritual deeply rooted in mindfulness and wellness,” Rawat told BrandWagon Online. Her early fascination with wellness habits and intentional living led her to start a blog, which eventually turned into a business. Along with her co-founder Kavya, Rawat built Glow Glossary with the goal of making high-quality matcha-based wellness products more accessible.
Strong revenue, but is the growth sustainable?
At first glance, Glow Glossary appears to be scaling well. The brand claims that it currently generates Rs 13 lakh per month in revenue, with an impressive 44% EBITDA. With operations based entirely in Ghaziabad, the brand imports its matcha directly from Japan, where it is grown, tested, and produced before being packaged in India. While this ensures authenticity, it also brings logistical challenges—import costs, supply chain disruptions, and fluctuating exchange rates could all impact long-term profitability.
Despite these challenges, the brand has expanded from a two-person operation to a six-member team. But in a competitive space where D2C wellness brands are popping up overnight, maintaining momentum will require more than just matcha’s growing popularity.
Shark Tank India: A visibility boost, but no guarantee
Like many startups, Glow Glossary turned to Shark Tank India for exposure. Even for brands that don’t secure a deal, the platform is an undeniable launchpad.
“Being featured on Shark Tank India puts a brand in front of millions of potential customers, instantly boosting brand awareness,” Rawat said. “It helps refine the brand’s vision, pricing strategy, and scaling approach.”
But a TV appearance doesn’t guarantee long-term success. Many brands that gained initial traction on Shark Tank India have struggled post-show, either failing to scale or losing momentum once the initial hype fades. Glow Glossary’s challenge will be to leverage this moment to build a sustainable, repeat customer base.
Taking Matcha places
Glow Glossary is expanding beyond its core matcha product. Upcoming launches include instant matcha for on-the-go consumption and matcha-infused skincare and body products. While this expansion into the crowded beauty and skincare market offers potential, it faces competition from established D2C brands using Ayurvedic and natural ingredients. Can Matcha create its own niche?
Online first, offline later
For now, Glow Glossary remains primarily an online brand, but it is expanding into e-commerce and quick commerce platforms this month. While offline retail remains a long-term goal, the brand isn’t planning global expansion yet. This is a smart move—many early-stage brands stretch themselves too thin by expanding internationally before solidifying their domestic market.
However, competition in the Indian D2C wellness space is fierce, with brands like VAHDAM Teas, OZiva, and Kapiva already dominating consumer mindshare. To succeed, Glow Glossary will need to differentiate itself beyond just the matcha trend.
The real test
Glow Glossary’s rapid growth and expansion plans are promising, but the brand sits at the intersection of two highly volatile industries—D2C wellness and niche superfoods. While matcha has global appeal, its mainstream adoption in India is still in its early stages. For Glow Glossary to go beyond the Shark Tank hype, it needs to do more than just ride the matcha wave—it must solidify its brand identity, scale wisely, and build a fiercely loyal customer base.