Australian chillies turn up the heat in India

Australian export case study

Australian specialty chilli products are turning up the heat in India.

Mumbai’s largest department store, HyperCity, is now selling chilli sauces, pastes, jams and salsas made by the New South Wales-based gourmet food company, The Chilli Factory.

“We use only fresh ingredients – no dried, powdered or artificial flavours, and no MSG or preservatives,” said The Chilli Factory director, Alex de Wit.  “You can really taste the difference.”

Mr. de Wit said that the hottest products in The Chilli Factory’s range are the ones most sought after in India.

“Our Turbo Supercharge chilli paste has a heat rate of 10++/10 – that is, as hot as hot can be, and then some – and it’s our best seller in India.”

The Chilli Factory’s products have names which are wonderfully evocative of Australia and used as a selling point overseas.  “Funnelweb Bite, named after Australia’s most lethal spider, is a hot sweet chilli sauce with an 8/10 rating, and Fiery Frillneck Hiss, named after the amazing frill-necked lizard which struts its stuff in Kakadu, is a hot smoky chilli tomato sauce with a 9/10 rating.”

Mr de Wit said that selling to India had taken some time and a lot of perseverance.  “But we had help. Austrade showcased our products in India and were there when we needed assistance.”