- From our favorite Asian restaurants to the kitchen of our house, a new masala is getting unnecessary quickly: chili oil.
- From K-Dramas to Khichdi: How chili oil found here
- Social media bought me
- Why chili oil works for Indian palette
- It’s not just heat, it’s a high
- Data talk
- Pickle vs. Chili Oil: Can they co -existence?
Chilli oil is the new ‘it girl’ of the pantry, and pickle may be jealousy
From our favorite Asian restaurants to the kitchen of our house, a new masala is getting unnecessary quickly: chili oil.
Once a niche masala, chili oil is now the hottest thing in the Indian kitchen, literally and rhetorical, especially if you land into a mileniel or General Z -owned kitchen.
Chili flakes, garlic, sesame, soy sauce and other ingredients that are cooked at a slow pace in vegetable oil, which packs a strong umami punch. Chili oil is quietly slipping into our daily meals, changing the brand into bold, bread is turning vegetables into a gourmet raps, and even turning lentils and rice into a taste bomb. So, the big question is whether chili oil has become a new pickle?
Well, not enough. But it is definitely reaching there.
Sagar Merchant, founder of the chilli oil brand Katil, says, “Pickle is still an indifferent and cultural stronghold in most Indian homes.”
“But chili oil is quietly excluding a place, especially among the young, urban audiences. It taps into the same craving for heat, tang and depth, but in a global format.”
From K-Dramas to Khichdi: How chili oil found here
No one is denying that we are in the era of our global food, learning and copying a little in our dishes from different parts of the world. The Korean drama taught us the art of making the right raman, Tiktok taught us how to make chili oil eggs, and Instagram taught us to really drip it on everything. And who thinks who is applying it? Urban military and general jade, especially in Tier 1 and 2 cities.
Sagar says, “A study by 2023 Mtil India showed an increase of 41% in interest in east and southeast Asian spices between Indian millennium and General Jade.” “Travel, YouTube food culture, K-drama, they all get Chinese chili crisp, Korean Gochaujung and Thai names Priq.
Vidur Kataria, the founder of Mastercho, agrees. “What was Sriracha in the 2010s, chili oil is in 2025. It is now too much everywhere, from the restaurant menu to the kitchen of the house. And it is the next big thing in the Indian pantry.”
In fact, according to 2024 inmobi consumer studies, 47% of urban millennia and general Z consumers said they are more open to try international tastes, as they were just three years ago.
Social media bought me
As already mentioned, social media has a big, large part to play, otherwise how you explain the demand for international snacks in India, such as sea styles etc.
When I think of social media that I woo me to buy things, I cannot deny the viral reels with Chinese snacks who handled my Instagram algorithm. I am talking about snacks such as Latiao (wheat flour strips with chilli and pepper), Chinese plums, soft-shell crabs, and many more. Till the end, I found myself searching for them on Amazon.
“Platforms such as Instagram and YouTube shorts have increased the trend,” Sagar is called. Find “Bus ‘Chilli Oil’ and you will see millions of scenes on short-form videos. @Yourfoodlab (Sanjyot Keer) and even the affected by the impressives like Street Food Bloggers have shown how Momo, Eggs, Pizza, you have to name it, how to name it, how to name it, how is Chili oil.”
Even chef Ranveer Brar has jumped on chili oil train, often used in fusion dishes. Globally, the hashtag #Chillioil has more than 750 million views on Tiktok. This is not just a trend, it is a movement.
Why chili oil works for Indian palette
You can use chili oil in everything too much. From your Sakashuka to rice to rice, Utapam, Idli or Dosa. It is delicious and versatile, and is an ideal match made in heaven. Just a spice that elevates your food. Not to mention why our Indian Spice Hungry Pales like it.
Deb Mukherjee, the founder of Moi Soi, says that some of his customers also use their sichuan chili oil as a tadka for pulses.
“This is not just a spicy masala,” Vidur says. “It is complex, fragrant, and fits almost any dish, toast, eggs, pasta, momo and burgers. You can also spike your blood with it. Some people go wild and add it to Rosogulla. Who are we?”
Deb calls it “Petu Pantry Staple”, which is even more accessible for its growing appearance on quick commerce platforms, e-commerce and modern trade stores.
It’s not just heat, it’s a high
Sagar says, “The game is definitely a thrill factor.” “General Z views extreme spices as a badge of honor, thanks to pop culture, like Korean shows to YouTube challenges warmIt is now a form of self-expression. ,
The internal research of Frito-Le in India returned it: more than 60% of the 18–24-year-old children are set to try Spiric snacks compared to their parents. It explains bounce in bhat jlokia-swas chips, bulldo noodles, and bounce in every “ex-trunk” label.
But do not confuse chili oil with just heat. As Deb states, a good chili oil has been immersed for more than 48 hours with spices, garlic, and other ingredients that bring a depth of severe taste. It is addictive, charming, and brings heat and Umi. “
Data talk
Google trends suggest that the discovery of “chili oil” in India has doubled since 2021, is at its peak during the epidemic and continuously continues. The 2023 FICCI report marked the “spicy sauces and spices” as one of the top three fastest growing sub-mounts in India’s Petu Retail Space, with a CAGR of 18.5%.
In the 2023 -year -old report of Swiggi, 30% spike was also noted in orders with chili oil momos or spicy noodles, often with one side, you estimated it, damp the oil.
Pickle vs. Chili Oil: Can they co -existence?
Maybe, we do not have to choose because the pickle core is memory and a tradition. Saying that, it is also not denied that chili oil is no longer a foreign extra; It is a fully developed pantry.
As Sagar said, “We are still in the early stages of this change. But within a few years, the chili oil will have a special place in the Indian pantry. It cannot replace the pickle, but it is definitely to live here.”
