Chilli Oil Has a Cult Following: How Gen Z and Millennials Turned This Product into a Movement

illi oil with ramen, sunny-side up, or even aloo paratha? Absolutely! This irresistible umami bomb elevates all my meals, making even humble khichdi exciting. While homemade spicy chilli oil is great, I often pick store-bought for their incredible flavor variety and unique spice notes. That's why Kaatil, a brand making serious buzz in gourmet chilli oil, is next on my must-try list. To understand how chilli oil and brands like Kaatil are captivating young India's taste buds, we gained insights from Chef Sagar Merchant, Kaatil's Co-Founder. His unique journey, from Google to mastering food R&D under Chef Anjali Pathak, now fuels Kaatil’s product innovation and operations, with all recipes his brainchild. His vision, combined with co-founder Arjun Panwar's branding and D2C growth expertise, drives Kaatil's rise in Indian condiments.

What do you think it is about chilli oil that has made it the condiment of choice for Gen Z and Millennials in India today?
Chilli oil hits that sweet spot between tradition and modernity for young Indians. It's the familiar heat and deep flavors they love, but in a super-quick, globally inspired format that just fits their fast-paced lives. The numbers back this up; about 41% of Indian millennials and Gen Z are way more interested in East and Southeast Asian condiments now.

There's also this "thrill" factor at play. Eating super-spicy food has become a bit of a challenge driven by pop culture and the popularity of Korean shows and YouTube's "Hot Ones." Frito-Lay's research even showed that over 60% of 18–24-year-olds are willing to try spicier snacks than their parents. Chilli oil fits into this brave, experimental mindset, while still being easy enough for everyday use.

From your perspective, how have younger consumers reshaped the way condiments like chilli oil are consumed and talked about?
Social media has completely transformed condiment culture! Young consumers have turned condiments into content. They're making videos, sharing pairing ideas, and treating chilli oil like a lifestyle statement. We're seeing this "desification" happen in real-time with cool pairings like parathas, pav bhaji, and even dal-chawal.

Swiggy's 2023 data showed a 30% hike in chilli oil orders, which is pretty wild. This generation treats condiments as tools for creative expression, pushing chilli oil far beyond traditional Asian pairings and right into everyday Indian cooking.

Kaatil feels more like a movement than just a brand. How intentional was that in your positioning, and how do you keep it culturally relevant?
Our positioning has been strategic, built around our mission to let everyone experience the heat of Indian chillies through familiar condiments. We wanted people to try chilli flavors at different heat levels, creating a hot condiments brand that's all about flavor, not just pain. The movement has always been about getting Indians familiar with desi heat at their comfort levels.

We keep the brand culturally relevant by constantly innovating with both our products and flavors. We understand market needs while staying true to our unique flavor identity, creating experiences that honor Indian spice culture while remaining accessible to modern consumers.

Chilli oil has been popular globally, but Kaatil gives it a local voice. How have you adapted the flavour profile for the Indian millennial palate?
Kaatil prides itself on using Indian chillies for all our products, which gives them that authentic desi flavor. Our use of Bhoot Jolokia in CO9 and Lavangi in CO7 brings in the regional flavors they're known for, truly preserving Indian essence in a global format.

We've created a bridge between global inspiration and local taste preferences. Our flavor profile works just as well with dal-chawal and idli as it does with noodles and eggs, enhancing rather than overwhelming those complex flavors Indians adore.

Do you see Kaatil as part of a broader generational shift where condiments are now seen as lifestyle products rather than just pantry staples?
Oh, absolutely! The adoption of global condiments in India has been massive. With time, trends, and pop culture influence, global condiments are becoming integral parts of people's lifestyles. This generation treats condiments as lifestyle statements – they care about the story, the design, and the cultural relevance behind them.

The FICCI 2023 report showed that spicy sauces were among the top 3 fastest-growing gourmet categories, with an 18.5% CAGR. Young consumers are truly willing to invest in condiments that reflect their values and allow for creative expression.

With so many food trends driven by virality, how do you differentiate between a fad and a long-term opportunity when developing new products?
It depends on how audiences adapt to these trends. Sometimes, viral trends can lead to lasting lifestyle and cultural shifts. The K-wave is a great example – it stuck around because Indian and Korean flavor profiles are quite similar, making it easier to adapt without needing huge changes.

We evaluate whether trends are actually solving real problems or just generating social media clout. Google Trends shows that searches for "chilli oil" have doubled since 2021 with consistent interest, not just those quick spike-and-crash patterns. The real test of durability is when something is adopted into daily habits, not just during a one-time viral moment.

What role do design, packaging, and storytelling play in appealing to a digitally-native audience that often discovers food brands online first?
Design and packaging are the first interaction a customer has with us, so they're super crucial for storytelling. Our design reflects our brand personality while keeping things simple for people to discover. The packaging shows our attention to detail and our commitment to creating the best ergonomic experience, understanding how condiments are stored and used in Indian households.

For digital-native consumers, packaging needs to work in different ways – it has to look good in kitchens, photograph well for social media, and communicate quality. Since many discover us online first, every visual element has to perform well in digital formats while still looking great on a shelf.

How do you think Kaatil and chilli oil culture in general reflect the way India’s younger generation is reclaiming spice as both tradition and edge?
This generation is incredibly smart about honoring their heritage while making it their own. They're not rejecting Indian spice culture; they're evolving it. Chilli oil reflects this beautifully by keeping that essential Indian relationship with heat, but packaging it in a globally-inspired format.

Kaatil embodies this reclamation by being rooted in Indian spice complexity but expressed through a modern and global lens. The idea isn't to choose between global and local, it's about creating something that's authentically both.