Immature chilis in the field

Though there are only a few commonly used species, there are many cultivars and methods of preparing chili peppers that have different names for culinary use. Green and red bell peppers, for example, are the same cultivar of C. annuum, immature peppers being green. In the same species are the jalapeño, the poblano (which when dried is referred to as ancho), New Mexico (which is also known as chile colorado), Anaheim, serrano, and other cultivars.
Peppers are commonly broken down into three groupings: bell peppers, sweet peppers, and hot peppers. Most popular pepper varieties are seen as falling into one of these categories or as a cross between them.


The habanero chili pepper is known for its unique combination of intense flavor, aroma and heat

The substances that give chili peppers their intensity when ingested or applied topically are capsaicin (8-methyl-N-vanillyl-6-nonenamide) and several related chemicals, collectively called capsaicinoids.[14][15] Capsaicin is also the primary component in pepper spray, a non-lethal weapon.

When consumed, capsaicinoids bind with pain receptors in the mouth and throat that are responsible for sensing heat. Once activated by the capsaicinoids, these receptors send a message to the brain that the person has consumed something hot. The brain responds to the burning sensation by raising the heart rate, increasing perspiration and release of endorphins. A 2008 study[16] reports that capsaicin alters how the body's cells use energy produced by hydrolysis of ATP. In the normal hydrolysis the SERCA protein uses this energy to move calcium ions into the sarcoplasmic reticulum. When capsaicin is present, it alters the conformation of the SERCA, and thus reduces the ion movement; as a result the ATP energy (which would have been used to pump the ions) is instead released as thermal energy.


A display of hot peppers and a board explaining the Scoville scale at a Houston, Texas, grocery store

The "heat" of chili peppers was historically measured in Scoville heat units (SHU), which is a measure of the dilution of an amount of chili extract added to sugar syrup before its heat becomes detectable to a panel of tasters; the more it has to be diluted to be undetectable, the more powerful the variety and therefore the higher the rating.[18] The modern commonplace method for quantitative analysis of SHU rating uses high-performance liquid chromatography to directly measure the capsaicinoid content of a chili pepper variety. Pure capsaicin is a hydrophobic, colorless, odorless, and crystalline-to-waxy solid at room temperature, and measures 16,000,000 SHU.

Red Chilli From INDIA

In 2004, choreographer Farah Khan, a good friend of Khan, decided to direct a film with him. He then took over the production company Dreamz Unlimited which he created with Juhi Chawla and director Gautam Narang and transformed it into Red Chillies Entertainment with his wife Gauri khan, who became producer of the first production Main Hoon Na in which Khan starred as well. The movie did well at the box office, becoming the second highest grossing film of the year. Khan also starred in the company's 2nd release, the 2005 movie Paheli, belonging to the genre of Indian Parallel Cinema, the film was critically acclaimed and was selected as India's official entry to the 79th Academy Awards in the Best Foreign Language Film category, but was a commercial failure.

The third film produced by the company was Farah Khan's mega-budget Om Shanti Om, which was released in November 2007. The film was set in the 1970s and 2000s and paid tribute to, and pokes fun at the, Indian film industry of both these eras. Upon release, it broke many box office records, grossing over  1.48 billion and thus became the highest-grossing Hindi film of all-time at the time of its release.[5] The 2009 film Billu starring Irrfan Khan and Lara Dutt was the company's next release, the film opened to good reviews, but was a box office failure. The latest film produced by the production company is Roshan Abbas's Always Kabhi Kabhi, the film did poorly.

The company continued working on other projects until finally deciding on Ra.One (2011) starring Khan himself, Kareena Kapoor and Arjun Rampal. The pre-production work began in 2007 after the release of Om Shanti Om. The film's crew consisted of more than 5,000 members from India, Italy and the US, and was pieced together by more than 1,000 people, working in shifts, in around 15 studios across the world.[6] It saw the inclusion of several visual effects techniques being incorporated in the production which were carried out by Red Chillies VFX. With an estimated budget of 1.25 billion, Ra.One was the second-most expensive film ever produced in Indian cinema, and the most expensive Bollywood film.[7] The film witnessed a level of publicity campaigning previously unseen in India films, with marketing taking place over a period of nine months and involving major brand tie-ups of a 52 crore (US$9.88 million) which set the record for the largest marketing budget in

India:

The film released across 3,100 screens in India and 904 prints overseas in both 2D and 3D, making it the largest Indian cinematic release in the world. Upon release, while the Indian critics gave mixed reviews, the overseas film critics received it warmly. The film has been widely praised for its visual effects and action, though criticism has been generated regarding its script and direction. Subsequently, the success of the effects and the 3D version of the film prompted multiple other Bollywood filmmakers to consider technology as a part of film-making, especially in view of the success of Ra.One and the inordinately higher returns generated from 3D ticket sales.The film went on to break multiple box-office records and according to its distributors, is the second highest-grossing Bollywood film worldwide earning over  2.4 billion. Their next production will be Karan Johar's next directorial venture, Student Of The Year, which will be co-produced by Johar's production company.

Red Chillies Entertainment

Red Chillies Entertainment (RCE) is an Indian motion picture production and distribution company, based in Mumbai. The company was founded in 2004 by Bollywood actor Shahrukh Khan and his wife Gauri Khan. It formed from Dreamz Unlimited.

The company has five sub divisions: apart from film production, RCE has a visual effects studio known as Red Chillies VFX, a studio for TV commercials known as Red Chillies TVC, a Television programs production division under the name of Red Chillies Idiot Box and an equipment Leasing division. The company also has a little over 50% stake in the Cricket team Kolkata Knight Riders.

Sanjiv Chawla is the Executive Producer of the company, while Gauri Khan serves as a producer. In February 2013, Venky Mysore, the CEO of Kolkata Knight Riders took over additional responsibility as CEO of Red Chillies Entertainment as well.[2] Red Chillies Entertainment was ranked as the third, fifth and seventh most powerful production house in Bollywood in 2007, 2008 and 2009 respectively.