When three friends in Mumbai Kshitij Neelakantan, Arjun Rastogi, and Mikhel Rajani realized that India, the world’s chilli capital, didn’t have a hot sauce that truly showcased its own fiery flavors, they decided to change that. In 2019, Naagin was born not just as a brand, but as a mission to put Indian chillies and hot sauce on the world map.
The Spark Behind Naagin
Naagin’s story began over casual conversations and shared meals. Kshitij and Arjun, both with marketing backgrounds, teamed up with Mikhel, who brought years of food industry experience. Their simple insight: Indian food lovers deserved a hot sauce that was more than just spicy; it needed to be rooted in India’s rich food heritage, using local chillies and real ingredients.
The name “Naagin” was chosen for its playful, memorable vibe something that would make people smile, spark curiosity, and stand out on a crowded shelf.
Building a Brand With Heart
Naagin’s founders didn’t just want to make another sauce, they wanted to create a product that brought people together, made everyday meals exciting, and honored the farmers who grow India’s legendary chillies. They work directly with local growers, ensuring fair pay and premium quality, and take pride in sourcing only the best ingredients.
Their sauces like The Original, Kantha Bomb, Smoky Bhoot, and The 65 are vegan, free from artificial flavors, and designed to give everything from biryani to pizza a “10-second upgrade.” Each bottle is a blend of nostalgia, innovation, and the kind of bold, punchy flavor that spice lovers crave.
A Brand That Connects
From the start, Naagin’s quirky branding and sense of humor helped it connect with urban millennials. The company leaned into digital marketing and word-of-mouth, letting the product’s taste and story do the talking. Their journey wasn’t always easy being a first mover meant convincing people to try something new, and building trust in a crowded market. But their authenticity and relentless focus on quality paid off.
The Funding Journey: Fuel for Growth
Naagin’s growth has caught the eye of major investors. After bootstrapping their early days, the founders raised over $1 million in seed funding, with Bollywood actor Abhishek Bachchan and 8i Ventures among their backers. This helped Naagin scale up, expand into premium retailers, and start exporting to seven countries.
The big milestone came in June 2025, when Naagin bagged a $2.1 million investment from 360ONE Asset. This fresh capital came from a new ₹500 crore early-stage venture fund, and Naagin was among the first four startups chosen.
More Than Just a Sauce
Today, Naagin is more than a condiment, it’s a movement. The brand encourages people to experiment in the kitchen, to bring joy to everyday meals, and to celebrate the flavors that make India unique. Their sauces are now found in homes, restaurants, and even international markets, all while staying true to their roots and values.
As Naagin continues to grow, its story remains one of friendship, passion, and a shared obsession with great food. It’s proof that with the right mix of heart, hustle, and a little bit of heat, even the humble hot sauce can become a cultural phenomenon.
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