Sagar Merchant, Founder of Kaatil (Smerc Foods & Beverages) | Reinventing Indian Hot Sauces for a Global Audience
The Brand Called You · The Brand Called You
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Show Notes
Discover the spicy journey behind Kaatil, the “killer” hot condiments brand, making waves in India and beyond! In this episode of "The Brand Called You," host Ashutosh Garg sits down with Sagar Merchant, Founder of Kaatil (Smerc Foods & Beverages), to talk about the inspiration, challenges, and vision behind India’s own chili-forward sauce brand.
Sagar shares his early career lessons from Google and the food experience studio Studio Flavor Diaries, reflects on transitioning from tech to food entrepreneurship, and dives deep into what makes Kaatil unique: regional Indian chillies, cultural authenticity, and a modern take on hot sauces. He explains the importance of taste, tradition, and health in product development, how to build trust with Indian customers, and why consistency is crucial in the food business.
Learn how Kaatil balances being both a global Indian brand and serving the global Indian consumer, get insights on research & development, and find out which Kaatil product Sagar recommends for newcomers!