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Tata Starbucks' ube drinks test whether the purple yam can become India's next matcha as Philippine supply tightens
Starbucks introduced ube drinks in India in August, and Indian cafes are betting the purple yam is the next matcha. More than 60% of Gen Z and millennials use social media to discover new flavours, while the Philippines has suspended fresh ube exports.
The numbers
Figures from ET Small Business,
| Philippines ube production, H1 2026: | 5,660 tonnes |
|---|---|
| Philippines ube production growth, H1 2026: | 17% |
| GlobalData Q1 2026 survey respondents: | 21,000 |
| Countries covered in GlobalData survey: | 42 |
| Starbucks India ube launch month: | August |
Why it matters for the brand
Treat ube as a limited-time, social-first menu test and build the recipe around processed ube paste or powder with a qualified backup such as purple sweet potato, since the Philippines' fresh-export halt by mid-September could tighten supply just as demand builds.
What to track next
- Tata Starbucks extending ube to new drinks or food items, or confirming it as a permanent menu item
- Rival cafe chains announcing ube launches in India
- Philippine officials lifting, extending or widening the fresh ube export suspension after mid-September
- Reports of ube shortages, price rises or substitutions at Indian cafes
- Social-media search and posting volume for ube holding up or dropping after the launch window
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Tata Starbucks is likely to keep ube as a limited-time or rotating offer while it reads sales and social reaction, rather than committing it to the permanent menu.
- Rival cafe chains in India may launch their own ube or purple-yam drinks to catch the social-media interest that Tata Starbucks has already started.
- Tata Starbucks and other cafe operators are likely to lean on processed ube, such as paste or powder, or on alternative suppliers if fresh Philippine supply stays shut.
- Philippine authorities are likely to keep prioritising domestic needs while the fresh-export suspension holds, even though H1 2026 output rose 17% to 5,660 tonnes.
- Expect cafes to pair ube with marketing aimed at Gen Z and millennials, the groups where more than 60% find new flavours on social media.
The source
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