Shroom boom: Why fungi is trending

Mushrooms are having a moment, and it’s not just about truffles on your plate. Once tucked away in herbal shops, trendy mushroom varieties like Reishi, Cordyceps, and Lion’s Mane have landed in the chicest lifestyle routines, name-dropped by stars like Gillian Anderson, Blake Lively, Gisele Bündchen, Gwyneth Paltrow, Kim Kardashian, Bella Hadid, and Benedict Cumberbatch. Anderson, forever Scully from The X-Files, raves about Cordyceps and Reishi for that extra edge, even launching her own adaptogen-spiked drink line. In India, Ajay Devgn is fronting mushroom-infused products, while others quietly weave these hip adaptogens into their daily vibe.
The billion-dollar fungi
Once brushed off as a quirky counterculture trend, functional mushrooms are now a billion-dollar obsession. The global market soared to $31.71 billion (₹2.7 lakh crore approx) in 2023 and is poised to double by 2030, as per recent reports. Why the hype? These fungi are the ultimate lifestyle flex, popping up in everything from glow-up skincare to artisanal coffee and trendy protein bars. They’re even catching the eye of savvy investors. With A-list endorsements and a cool-kid vibe, mushrooms have cemented their spot as the must-have accessory for the elite.
To shroom or not to shroom
Why the buzz?
Reishi, dubbed the ‘mushroom of immortality’, is thought to ease stress and bolster immunity. Cordyceps, once a treasure of Tibetan elites, is believed to boost energy and stamina. Turkey Tail is considered a gut health supporter. Research suggests Lion’s Mane might aid cognition. “The idea of mushroom benefits is gaining traction in India. More farms are turning to the functional types, especially in humid, cooler regions,” shared Arijit Sarkar, a spokesperson from a Kolkata mushroom farm.

How do you like your mushrooms?

India joins the global fungi frenzy
Indian farms are tapping into the global boom, cultivating high-value wellness mushrooms. The major market is online. Urban wellness brands are launching mushroom-based supplements and health drinks, turning functional fungi into a trendy lifestyle choice. Most farm owners are of the opinion that their primary buyers are medical and cosmetic companies. David Kurth, founder of a Canada-based mushroom and ayurveda farm says people are exploring the possible benefits of mushrooms when it comes to boosting conditions and preventing degenerative diseases.