VMPL

Mumbai (Maharashtra) [India], March 9: Heapwell Superfoods, a specialized Japanese matcha brand founded by brothers Utkarsh and Ninad Pednekar, has announced a strategic expansion of its sourcing and supply infrastructure. The company is strengthening its direct-import model for the 2026 harvest cycle to address the increasing demand for premium matcha across retail, B2B, and international wholesale channels.

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Founded in 2016, Heapwell has rapidly scaled its presence, now supplying Japanese matcha to over 50 artisanal cafes in India and 100+ cafes globally, including markets in the UK, USA, and the Middle East.

Direct-Sourcing and Supply Continuity As the global matcha market matures, Heapwell's 2026 strategy focuses on supply chain resilience and traceability. By operating a direct-import model from Japan's premier tea-growing regions--including Shizuoka, Kagoshima, Yame, and Uji--the brand ensures consistency in quality and price stability for its enterprise partners.

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"Consistency and sourcing discipline are the cornerstones of the premium tea category," said Ninad Pednekar, Founder of Heapwell Superfoods. "Our priority is to eliminate middle-men and work directly with Japanese producers. This allows us to provide dependable, origin-led matcha that supports our cafe partners as they scale their own beverage programs."

Market Leadership and Recognition The brand's growth is underpinned by its quality-first positioning. Heapwell's Ceremonial Grade Matcha has secured multiple Great Taste Awards in the UK, a hallmark of excellence in the global food and beverage industry. Additionally, the brand remains a dominant player in the e-commerce space, consistently holding an Amazon India Bestseller badge in the matcha category.

Looking ahead, Heapwell plans to further diversify its portfolio with cultivar-led selections, catering to the evolving palate of the conscious consumer and the specialized requirements of the hospitality industry.

About Heapwell Superfoods Heapwell Superfoods is a Mumbai-founded Japanese matcha brand. Specializing in direct-import sourcing and long-term producer relationships in Japan, the company provides premium matcha solutions to retail consumers, cafes, and wholesale buyers across India and international markets.

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