Bhut Jolokia, a GI-tagged chilli, is celebrated worldwide, but unfair branding could impact Northeast India’s global reputation.

Guwahati, March 17: A UK-based online marketplace has sparked controversy over its misleading portrayal of Northeast India in the product description of Naga Ghost Pepper Sauce. The description claims that the hottest Bhut Jolokia (Ghost Pepper) grows in a "politically volatile, militarized zone", raising concerns over the misrepresentation of the region.

Controversial Product Description Sparks Debate

The platform's product listing states:

"This sauce is incredibly spicy. Please eat it with caution! The notorious ghost pepper, known in India as the Bhut Jolokia, is so spicy that farmers hang bunches of the chilli on their fences to ward off herds of elephants. What is more, the spiciest of these chillies grow deep inside a politically volatile, militarized zone in North East India. The story of how we found the best chilli farms in the region is about as spicy as the chilli themselves!"

While Bhut Jolokia is globally recognized for its extreme heat and culinary value, linking its cultivation to political instability and militarization presents a distorted image of Northeast India.

Northeast India: A Hub of Culture, Agriculture, and Growth

Contrary to the misleading description, Northeast India is a thriving region with a rich cultural heritage, strong agricultural sector, and growing economy. The cultivation of Bhut Jolokia is widespread in Assam, Nagaland, and Manipur, and the chilli holds a Geographical Indication (GI) tag, highlighting its authenticity and significance.

The agri-business sector in the region has been expanding, with farmers and entrepreneurs successfully marketing their produce on global platforms. Instead of promoting outdated stereotypes, brands should focus on authenticity, sustainability, and the unique flavors of the region.

Impact on Global Perception and Trade

Such misrepresentations can influence international perceptions, potentially affecting tourism, trade, and investment. At a time when Assam is actively engaging with foreign investors through Advantage Assam 2.0, inaccurate narratives could hinder economic opportunities and deter potential collaborations.

Experts and policymakers emphasize the need for ethical marketing, urging international brands to represent regional products accurately. The growing demand for indigenous products from Northeast India highlights the importance of promoting their true cultural and agricultural value, ensuring that the region receives the global recognition it deserves.