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From curries to chips, India’s chillies are now global stars. As demand for spicy foods surges, heat has become more than taste; it’s a cultural phenomenon.
Spicy foods are becoming a global cultural phenomenon.
If there’s one flavour that refuses to stay quiet, it’s spice. Across kitchens, restaurants, and snack aisles, chilli has gone from being a background note to the main headline. From fiery sauces to ramen challenges on Instagram, India’s love for heat is now part of a global flavour revolution, and the rest of the world is catching up.
Global Appetite for Heat
According to Sagar Merchant, Founder of Kaatil, “When it comes to chilli-flavoured food, the world’s appetite is on fire. India, already producing over 40% of the world’s chillies, is now seeing its own kitchens and diners embrace not just heat but deeper flavour experiences.” He points out that this is not an isolated phenomenon but part of a global boom, with the spices and seasonings market projected to touch $47.6 billion by 2035.
Merchant added that food brands everywhere are innovating – from spicy chips to chilli oils, and India has a unique role to play. “The future will be all about customisation and introducing more consumers to the complexity of heat from Indian chillies,” he said.
Spice Becomes Culture
Deb Mukherjee, Founder of Moi Soi, takes a more playful view. “If chillies had a Tinder profile, India would’ve swiped right centuries ago, and never looked back. First brought by the Portuguese in the 16th century, a foreign fling soon became a forever love,” he quipped.
For Mukherjee, the present boom is being fueled by younger diners. “Gen Z and millennials don’t want bland, safe flavours; they want food that excites: food that slaps, stings, and leaves you wanting more,” he said.
Today, chillies aren’t just in curries. They dominate snacks, sauces, fries, chocolates, and even pizzas. Spice has become more than a flavour; it’s now a cultural identity.
Restaurants Turn Up the Heat
The restaurant scene is also evolving with changing palates. Sannat Ahuja, Founder of Sadak Chaap, explained, “In the past year, our guests have become both braver and pickier about spice. Our Bhoot menu has been an instant hit, and many even ask for super-hot condiments on the side.”
He added that exposure to international flavours like Korean gochujang, chilli oils, and wasabi has only heightened the appeal of spice. “Restaurants in India now have the opportunity to leverage the increasing spice tolerance with the distinctiveness of diverse Indian chillies,” Ahuja said.
The Fiery Future
What was once considered exotic has now become everyday. Chillies are no longer just ingredients. They’re experiences, culture, and even bragging rights. As global demand surges, India’s fiery contribution is poised to lead the way, proving once again that this spice has absolutely no ‘chill.’
Delhi, India, India
September 07, 2025, 17:17 IST
