Sagar Merchant, Founder of Kaatil (Smerc Foods & Beverages) | Reinventing Indian Hot Sauces for a Global Audience

The Brand Called You · Nov 6, 2025 · 23m

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…