Why Bhut Jolokia, once world's hottest chilli pepper, is losing its sting

Bhut Jolokia, kaji nemu and bamboo shoots usually accompany natives of Assam as they return to work or study in cities across India after a visit home. Bhut Jolokia topped the Scoville Heat Index or Scoville Scale as the world's hottest chilli pepper in 2007. But now people are aware of it and that's why other companies are also launching different products made from Bhut Jolokia," Barua tells India Today Digital. Celebrity chef Atul Lahkar, who has worked to research and promote ethnic cuisine for 28 years, says "it is time to focus on preserving our pride, the Bhut Jolokia pepper". It is time to act and preserve the unique flavour and the heat of Bhut Jolokia, otherwise the USP of the world's hottest natural chilli would end up being its nemesis through blatant commercialisation.