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India's 'chilli region' needs to get hotter

The North Eastern Region can consider launching its brand, playing up unique elements such as healthy living, environmental sustainability and social responsibility.

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India's North Eastern Region products cannot compete on price with products from better-located or larger economic regions, making it important to have a "general brand" with their own special characteristics.

THE Bhut Jolokia or "Ghost Chilli" from India's mountainous North Eastern Region (NER), favoured and feared as one of the hottest chillies in the world, has growing international markets which could get even bigger with proper marketing and branding.

A new World Bank study released on Dec...