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.

[3] Vir Sanghvi writes that a majority of the restaurant industry in India use Kashmiri chillis or its powdered form.

[4] Chefs even use Kashmiri chillis as a substitute for dishes with Goan Peri-Peri masala.

[3] There are government initiatives and incentives in Jammu and Kashmir to support and increase the production of the local variety of the Kashmiri chilli.

[8] India's Consumer Education and Research Centre puts Everest Kashmiri Lal (Everest Spices) at SHU 48,000, while Golden Harvest Kashmiri Mirch Powder (Golden Harvest) has an SHU of 60,000.