Kashmiri Red Chilies or Kashmiri Laal Mirch are characterized by their ability to give a dark red colour to food, capable of colouring and adding flavour, while at the same time not allowing the food to become too pungent or spicy. India is the largest consumer and producer. Numerous companies sell the powdered form, including MDH, Everest Spices, Sakthi Masala and Badshah Masala. Vir Sanghvi writes that a majority of the restaurant industry in India use Kashmiri chillis or its powdered form. Chefs even use Kashmiri chillis as a substitute for dishes with Goan Peri-Peri masala.
Due to the high demand for Kashmiri chilis, substitutes such as Byadagi chillies are used. There are government initiatives and incentives in Jammu and Kashmir to support and increase the production of the local variety of the Kashmiri chilli.