Thunder from the Northeast

Naga Jolokia has gained popularity with chilli fanatics in America, Europe and Australia

In 2006, scientists at New Mexico State University crowned a new champion: the Capsicum chinense Jacq, which measured a whopping 1,001,304 Scoville Heat Units. For years, the Latin American Habanero was believed to pack the most firepower, but this Indian chilli, whose nomenclature varies by state—the Naga Jolokia or Naga King Chilli in Nagaland, the Bhut Jolokia in Assam and the Oo Morok in Manipur—is now benefiting from its status as the Guinness Book of World Records 2007 title-holder.

Of course, this isn't news to people in the Northeast. "I've been eating it from my childhood," says Nagaland-based entrepreneur Dilli Solomon, "a whole 50 years."

Over the last two years, Solomon has begun exporting chilli flakes and whole dried chillies to North America, Europe and Australia. He sources it from 350farmers in these three Northeastern States. Business is heating up. "From last year, we invested one crore in purchasing a raw chilli," Solomon says. "People are increasingly growing it because there is no shortage of buyers…Last year I was paying Rs 85-90 per kg, it [is now priced not] below Rs 150 per kg."

Solomon, who estimates he will earn Rs 1 crore in revenue from his export business, has expanded his line to include sauces, paste, pickles and even the CO2 extract of the chilli through his own special process. "It's going to have high demand," he says from his base in Dimapur. "When I extract this chilli from this machine, the aroma is all intact."

Solomon's business has been aided by a legion of chilli enthusiasts in America and Europe. There are now YouTube videos featuring masochists punishing them­selves with macho levels of heat. A British entrepreneur offers a potion called Naga Snake Bite, which blends the pepper with vinegar in the classic hot sauce formula­tion. His special Naga Private Reserve doubles the chilli. One Nashville, Tennessee, purveyor of 'hot chicken', a local fried specialty, has even begun offering a version made with both Habaneros and the Bhut Jolokia. 

With the Bhut Jolokia's credentials firmly established, some brave souls are now searching for the next challenge. One British horticulturist has even crossed the Bhut Jolokia with two other peppers to create the Naga Viper, which has since eclipsed the Bhut Jolokia for the title of world's hottest pepper. In a December test, it measured a whopping 1,359,000 on the Scoville scale.