Masala Chai vs. Chai Tea Latte: Cultural Authenticity and Global Context

Abstract

This study explores the intersection of cultural heritage, globalization, and commodification through the transformation of Masala Chai, a traditional Indian beverage rooted in Ayurvedic principles and spiritual rituals into Starbucks’ globally marketed Chai Tea Latte. Once a symbol of hospitality and daily ritual across Indian households, Masala Chai has evolved beyond its regional context into a commodified global product. The research examines how traditional beverages are rebranded to suit international markets, often resulting in cultural dilution and loss of original meaning.

The primary objective is to critically analyze Starbucks’ Chai Tea Latte as a case study in cultural appropriation, simplification, and exoticization. The study investigates how such transformations affect the symbolic and social value of Masala Chai when adapted for Western consumer preferences. A mixed-method qualitative approach is employed, combining literature review, comparative analysis, and thematic interpretation. The research is grounded in theoretical frameworks related to cultural commodification, globalization, and postcolonial discourse. Methodologically, the study utilizes qualitative content analysis and thematic coding. Data sources include academic literature, cultural critiques, advertising materials, and online consumer feedback. Primary data is drawn from Starbucks’ marketing narratives, product descriptions, and promotional imagery; secondary sources include historical texts, ethnographic records of Indian tea culture, and scholarly perspectives on food-related cultural appropriation. Findings show that Starbucks’ version retains select superficial elements of Masala Chai, such as its spiced flavor but significantly alters its preparation, taste, and context. The drink is standardized, sweetened, and promoted as an exotic wellness item, detaching it from its original religious and communal significance. Furthermore, marketing language tends to emphasize the drink’s “mystical” and “ancient” roots, while overlooking the colonial and economic histories tied to India’s tea industry.

This research highlights the ethical challenges involved in commercializing traditional practices for global markets. It reveals tensions between cultural authenticity and mass-market appeal, calling for greater sensitivity in the rebranding of heritage foods. Ultimately, the study advocates for more mindful engagement from both producers and consumers, recognizing the communities and histories embedded within commodified cultural products. By doing so, it contributes to broader conversations on cultural sustainability and the ethics of globalization.