India produces nearly 40% of the world’s chillies, including some of the spiciest and most celebrated varieties like Guntur Sannam, Teja, and Bhut Jolokia. Yet, despite this dominance, Indian brands occupy just 2% of the global hot sauce market highlighting a massive untapped opportunity.
Much of India’s chilli exports are raw or dried, shipped to over 100 countries, including China, Thailand, the USA, UAE, and Bangladesh. However, these exports rarely carry a brand story or cultural identity. While other nations have successfully packaged their products with emotion, flavor, and narrative, India has mostly exported its chillies as ingredients.
Naagin: Giving Indian Chillies a Global Voice
Founded in 2019 by Mikhel Rajani, Arjun Rastogi, and Kshitij Neelakantan, Naagin set out to change this. The founders recognized that India lacked a hot sauce culture that celebrated its rich chilli heritage. Naagin’s range including Smoky Bhoot (Bhut Jolokia) and Kantha Bomb (Kanthari chillies) goes beyond heat to emphasize flavor complexity, regional identity, and culinary storytelling. Naagin positions itself not just as a condiment but as an ambassador of India’s spice culture.
Rapid International Growth
Naagin’s approach has resonated globally. The brand is expanding at 25% quarter-on-quarter internationally, with strong traction in the U.S., Canada, UAE, and Singapore. Available on Amazon US/UK, Walmart Canada, and Carrefour UAE, Naagin is gaining loyal followings among both the South Asian diaspora and global food enthusiasts seeking bold, authentic flavors.
Turning Ingredients into Icons
The Naagin story illustrates why Indian chillies deserve more than commodity status they deserve stories, identity, and recognition. Like global icons such as Tabasco and Sriracha, Indian chilli sauces have the potential to achieve worldwide brand recognition.
The Road Ahead
As global palates evolve and culinary curiosity grows, markets in Africa, Latin America, and beyond are opening up. Success will depend on scaling thoughtfully while preserving authenticity and storytelling precisely what Naagin aims to achieve.
Follow StartupByDoc to discover how Mikhel, Arjun, and Kshitij are putting Indian chillies on the global culinary map.