When Anita passed the bowl of her homemade chili oil around the table, little did she know that her friends and family members would be completely surprised by her innovative recipe. The next day, her friends began requesting to share her secret recipe. Someone even suggested making her “secret elixir available to everyone.”
“Lovingly home-grown, Hotchaa! is a curated blend of Karnataka’s red, hot Byadgi chili infused with secret spices to add fragrant, umami crispness, and the perfect balance of flavor and heat. Pair it with eggs, idlis, momo, tikkis, pizza, uttapams, meat, potato chips or anything in your pantry. Hotchaa!’s gotcha covered from dollop to drizzle to dip.”
Anita teamed up with the Mumbai-based graphic designer, Norma Rodricks, to create the branding and packaging for Hotchaa! The highlight of the packaging is the use of sustainable glass jars and recycled paper.
“Hotchaa!’s mascot, ‘Bomba’ is inspired by the robust flavor profile of Karnataka’s Byadagi chili to bring elements of spice, heat, kick, excitement and playfulness together in a delightfully zingy package. The branding and packaging together also encapsulates the fiery and vibrant character of product, where the the logo – Hotchaa! has some sizzle. The typography flows the same way the name sounds – Ho-t-Chaa!”