Ching's Secret

Name

Ching's Secret

Legal name

Capital Foods Pvt Ltd

Website

https://chingssecret.com

Company type

Private

Founded year

1995

Operating status

Operating

Ownership category

akta.pro rank

Product category

Consumer Packaged Foods (Desi Chinese)

NAICS

Snack Food Manufacturing (31191), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Other Snack Food Manufacturing (311919)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Soy Sauce, Tamari & Asian Condiments Manufacturing (AFAKADAF)

akta.pro secondary industry

Ethnic & international prepared meals manufacturing (AFAKAHAG)

Keywords

• Chinese masala blends
• Indo Chinese sauces
• Instant noodles
• Ready to cook soups
• Desi Chinese food

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Consumer packaged food product sales: Ching's Secret generates revenue through one-time retail sales of physical FMCG food products across categories including Chinese Masalas, Chinese Sauces, Cook-Up Soups, Hakka Noodles, Instant Noodles, and Instant Soups, sold through owned e-commerce storefront, third-party grocery marketplaces, and traditional retail.
2. Brand campaign monetization (Sriracha launch): Age-gated Sriracha Recipe Book campaign collects marketing consent and drives 'Buy now' traffic to quick-commerce channels (e.g., Blinkit), tying content marketing to retail conversion.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels8 records

Core offering

Ching's Secret manufactures and sells Desi Chinese packaged food products under Capital Foods Pvt Ltd, spanning Chinese masalas, Chinese sauces (including Schezwan Chutney and Sriracha), cook-up soups, Hakka noodles, instant noodles, and instant soups. The portfolio enables Indian households to cook restaurant-style Desi Chinese meals at home in 1-5 minutes using ready-to-cook masala mixes and pre-formatted sauces, noodles, and soups. Products are sold via brand-owned storefront, major Indian e-commerce grocery marketplaces, and traditional kirana retail.

Product overview

Ching's Secret is the only Desi Chinese food brand in India, operated by Capital Foods Pvt Ltd since 1995. Its offering is a multi-category food product portfolio organized into six families — Chinese Masalas (Chowmein Hakka Noodle Masala, Paneer Chilli Masala, Schezwan Fried Rice Masala, Veg Manchurian Masala, Chicken Chilli Masala, Chicken 65 Masala), Chinese Sauces (Red Chilli Sauce, Green Chilli Sauce, Dark Soya Sauce, Chilli Vinegar, Schezwan Chutney, Dragon Fire Chutney, and Sriracha Hot Chilli Sauce), Cook Up Soups (Mix Veg, Hot & Sour, Manchow, Sweet Corn, Tomato), Hakka Noodles (Veg, Egg, Just Soak, Just Soak Whole Wheat), Instant Noodles (Hot Garlic, Manchurian, Schezwan, Singapore Curry, Pad Thai Green Curry, Pad Thai Extra Hot Thai Chilli, Pad Thai Lemon Grass & Chilli, Pad Thai Original), and Instant Soups (Hot & Sour, Manchow, Mix Veg, Sweet Corn, Tomato Croutons). The portfolio functions as a unified branded range rather than a platform-plus-modules architecture, with each product line complementing the others (e.g., Chowmein Hakka Noodle Masala pairs with Veg/Just Soak Hakka Noodles, and Schezwan Chutney is a cross-category condiment used across recipes). The range is supported by a digital ecosystem including the chingssecret.com website with a Recipe Chamber, Digital Kitchen, blog, and social login, plus distribution via e-commerce marketplaces (Flipkart, BigBasket, Amazon, Blinkit, Grofers).

Differentiator

Problem solved

Functional benefit

Brands

• Ching's Dragon Fire Chutney: A fiery, tangy green chutney product line marketed under the Ching's Secret umbrella.

Products and services

• Ching's Secret Chowmein Hakka Noodle Masala Easy-to-cook veg masala blend of salt, spice and sauce that gives chowmein or hakka noodles an authentic Chinese taste; 10 g pack added directly to stir-fried noodles and veggies.
• Ching's Secret Paneer Chilli Masala Easy-to-cook masala for authentic restaurant-style Paneer Chilli at home; no need to add salt, spices, or other condiments; mixed with 300 ml water and cooked with paneer and vegetables.
• Ching's Secret Schezwan Fried Rice Masala Pure-veg, easy-to-cook masala mix for authentic Schezwan fried rice; serves 2; added to stir-fried vegetables and cooked rice.
• Ching's Secret Veg Manchurian Masala Easy-to-cook veg Manchurian masala with an aromatic blend of Indian spices; mixed with 300 ml water and combined with fried veg balls and diced veggies, then boiled until thickened.
• Ching's Secret Chicken Chilli Masala Easy-to-make masala for peppery, spicy Chicken Chilli in 3 steps; serves 2; no need to add salt, spice, or sauce.
• Ching's Chicken 65 Masala Masala product for recreating South India's spicy Desi Chinese Chicken 65 dish.
• Ching's Secret Red Chilli Sauce Fiery sauce made with red chillies, spices and vinegar; used as a dip, marinade, and stir-fry ingredient; 200 g bottle.
• Ching's Secret Green Chilli Sauce Versatile green chilli sauce used as a marinade, dip, or in stir-fries; 190 g bottle.
• Ching's Secret Dark Soya Sauce Slow-fermented, fully-veg dark soy sauce used to enrich stir-fried noodles or rice and provide restaurant-like Chinese taste; 90 g pack.
• Ching's Secret Chilli Vinegar Fine-quality fully-veg chilli vinegar made using green Jwala chillies soaked in vinegar; 170 ml bottle.
• Ching's Secret Schezwan Chutney Fully-veg Schezwan chutney (paste) used as a dip, spread, or cooking condiment; versatile across dosa, paratha, vada pav, bhajiya, pasta, etc.
• CHING'S DRAGON FIRE CHUTNEY
• Ching's Secret Original Sriracha Hot Chilli Sauce
• Ching's Secret Mix Veg Soup Premium cook-up soup with broccoli, cabbage, snow peas, carrots, sweet corn, and crunchy green beans; ready in 3 minutes; serves four.
• Ching's Secret Hot & Sour Soup Spicy and tangy hot and sour soup with real vegetables and a hint of Indian spices; serves four; ready in up to 3 minutes.
• Ching's Secret Manchow Soup
• Ching's Secret Sweet Corn Soup Creamy sweet corn cook-up soup with lots of real vegetables and a hint of Indian spices; ready in less than 3 minutes.
• Ching's Secret Tomato Soup Creamy tomato soup blending ripe red tomatoes with Italian herbs, Chinese flavours, and desi spices; serves four.
• Ching's Secret Veg Hakka Noodles 100% vegetarian, fully boiled hakka noodles with non-sticky strands; boiled 2-3 minutes and tossed with stir-fried veggies and Chowmein Hakka Noodle Masala; 2x150 g pack.
• Ching's Secret Egg Hakka Noodles Non-vegetarian hakka noodles with non-sticky strands; boiled 2-3 minutes and combined with vegetables, scrambled eggs, or meat; 150 g pouch.
• Ching's Secret Just Soak Hakka Noodles Semi-cooked, high-quality noodles that deliver al-dente, non-sticky strands every time; prepared by soaking in hot water and draining, then tossing with stir-fried veggies and Hakka Noodles Masala.
• Ching's Secret Just Soak Whole Wheat Hakka Noodles Latest-innovation Just Soak noodles made with 98% Whole Wheat Flour (Atta); semi-cooked, soak in hot water 5-7 minutes, drain, and combine with stir-fried veggies and Hakka Noodles Masala.
• Ching's Secret Hot Garlic Noodles 100% vegetarian, non-mushy instant noodles coated in hot spices for desi-Chinese flavour; cooks in 2-3 minutes using a hot-water dissolve-and-boil method.
• Ching's Secret Manchurian Noodles 100% vegetarian instant noodles infused with Indian masalas for street-style Manchurian flavour; non-sticky noodles uniformly coated with masala; ready in under 3 minutes.
• Ching's Secret Schezwan Noodles Desi-style Schezwan instant noodles with non-sticky, non-mushy, uniformly coated Chinese noodles; prepared in a state-of-the-art factory with a patented recipe; ready in 2-3 minutes.
• Ching's Secret Singapore Curry Noodles 100% vegetarian, 2-minute instant noodles combining far-eastern flavours with desi masalas; non-sticky noodles that retain spices along the full length of each strand; includes real vegetables.
• Ching's Secret Pad Thai Noodles Green Curry 100% veg instant noodles made with rice and authentic Thai Green Curry flavour; soak 25 minutes, stir-fry, and toss with Pad Thai masala; sweet, sour, and spicy profile.
• Ching's Secret Pad Thai Noodles Extra Hot Thai Chilli 100% veg Thai rice noodles with sweet, sour, and spicy profile; soak 25 minutes, stir-fry, and toss with Pad Thai Hot Chilli masala.
• Ching's Secret Pad Thai Noodles Lemon Grass & Chilli 100% veg Thai rice noodles with sweet, spicy, and tangy flavour balanced with lemongrass; recommended with stir-fried vegetables or meat.
• Ching's Secret Pad Thai Noodles Original 100% veg original-style Pad Thai noodles made with rice and authentic oriental spices; sweet, spicy, and tangy profile; soak 25 minutes, stir-fry, and toss with Pad Thai original masala.
• Ching's Secret Instant Hot & Sour Soup 1-minute hot and sour instant soup fortified with real vegetables; prepared by pouring 150 ml boiling water into a mug, stirring, and letting stand.
• Ching's Secret Instant Manchow Soup 1-minute desi-Chinese manchow instant soup fortified with real vegetables; high on flavour, low on calories; prepared in a mug with 150 ml boiling water.
• Ching's Secret Instant Mix Veg Soup 1-minute instant mix veg soup with real vegetables for extra crunch; spicy desi-Chinese flavour; prepared in a mug with 150 ml boiling water.
• Ching's Secret Instant Sweet Corn Soup 1-minute instant sweet corn soup with dried corn and other real vegetables; low-calorie; prepared in a mug with 150 ml boiling water.
• Ching's Secret Instant Tomato Croutons Soup 1-minute hot and creamy tomato instant soup with crispy croutons included; made with premium-quality tomatoes and infused with desi masalas; prepared in a mug with 150 ml boiling water.

Quantifiable outcome

• Established since 1995 — 30+ years of category presence.
• +3 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• BigBasketcoreChannel Partner/ Reseller/ DistributorBigBasket is a primary online grocery distribution partner for Ching's Secret. Multiple product pages (Veg Manchurian Masala, Chowmein Hakka Noodle Masala, Veg Hakka Noodles, Egg Hakka Noodles, Chilli Vinegar, Red Chilli Sauce, Green Chilli Sauce, Dark Soya Sauce) link directly to BigBasket product detail pages.
• FlipkartcoreChannel Partner/ Reseller/ DistributorFlipkart (Grocery marketplace) is a major online distribution partner. Ching's Secret product pages link to Flipkart listings for the widest SKU range across the portfolio, including sauces, masalas, noodles (Manchurian, Schezwan, Hot Garlic, Singapore Curry, Pad Thai variants), and soups (Tomato, Manchow, Sweet Corn, Mix Veg, Hot & Sour).
• Amazon IndiacoreChannel Partner/ Reseller/ DistributorAmazon.in is referenced as a distribution channel via a product detail link on the Sweet Corn Soup product page.
• BlinkitcoreChannel Partner/ Reseller/ DistributorBlinkit is used as a quick-commerce distribution partner for the Ching's Secret Original Sriracha Hot Chilli Sauce, surfaced via the Sriracha Recipe Book campaign 'Buy now' CTA.
• GroferscoreChannel Partner/ Reseller/ DistributorGrofers is referenced as an online grocery distribution partner via a direct product listing on the Ching's Secret Paneer Chilli Masala product page.
• DViO DigitalminorImplementation/ SI/ Consulting PartnerDViO Digital is credited as the agency that 'Designed & Developed' the chingssecret.com website, visible in the site footer. They are the digital implementation partner.
• Tata Consumer ProductscoreStrategic or Co-development PartnerThe Sriracha Recipe Book campaign page links its Privacy Policy to tataconsumer.com/privacy-notice, indicating that Tata Consumer Products oversees privacy and marketing consent for Ching's Secret campaigns, consistent with a parent/affiliate relationship between Capital Foods (Ching's Secret) and Tata Consumer.
• Smith & JonesminorOEM/ Whitelabel/ Licensing PartnerSmith & Jones is a Capital Foods sister brand that supplies co-branded ingredients (e.g., Smith & Jones Ginger-Garlic Paste) used alongside Ching's Secret products in official recipe content such as Chicken Lollipop and Chicken Manchurian.

Scale indicators5 records

Recent moves6 records

Direct peers

• Smith & Jones: Smith & Jones is a sister brand of Ching's Secret under Capital Foods Pvt Ltd, producing condiments such as ginger-garlic paste. Co-branded use in Ching's recipe content makes it a directly comparable packaged-foods peer under the same corporate parent, targeting the same Indian home-cooking occasion.
• MTR Foods: MTR Foods is an Indian heritage packaged-foods brand offering ready-to-eat meals, instant mixes, and accompaniments. Directly comparable as an Indian instant/ready-to-cook brand with a similar pan-India retail and e-commerce footprint and an Indian masala heritage.
• Gits Food Products: Gits Food Products specialises in Indian instant mixes, ready-to-cook gravies, and dessert mixes sold via retail and e-commerce. Directly comparable in the Indian instant-mix and ready-meals category, with overlapping consumer occasions and trade channels.
• Everest Spices: Everest is a leading Indian spice and masala brand with a wide range of ground spices and blended masalas. A direct peer in the Indian masala category where Ching's Chinese Masalas compete for the same shelf, retailer, and home-cooking occasion.
• MDH Spices: MDH is an iconic Indian spice brand with strong mass-market presence in ground spices and blended masalas. A direct peer in the Indian masala category, competing for the same at-home Indian cooking occasion and kirana shelf space.

Broad incumbents

• Tata Consumer Products: Tata Consumer Products is the listed FMCG arm of the Tata Group, with Tata Salt, Tata Tea, and an emerging packaged-foods portfolio. Appears linked to Ching's Secret via the Sriracha campaign's privacy notice, suggesting ownership or distribution ties, and would represent a much larger strategic parent if formalised.
• Nestle India (Maggi): Nestle India is the country's largest packaged-foods company, with Maggi as the dominant instant noodle brand and a wide portfolio of sauces, seasonings, and prepared foods. A broad incumbent that directly overlaps with Ching's across instant noodles, sauces, and masalas.
• Hindustan Unilever (Knorr, Kissan): Hindustan Unilever is India's largest FMCG company, with Knorr offering instant soups, noodles, and meal kits and Kissan in sauces. A broad incumbent competing with Ching's in instant soups, sauces, and noodles, with materially larger distribution and ad spend.
• ITC Foods (Aashirvaad, Sunfeast YiPPee!): ITC's foods business spans Aashirvaad (flours, spices, ready mixes) and Sunfeast YiPPee! (instant noodles). A broad incumbent that overlaps with Ching's across instant noodles, masalas, and packaged foods, with a significantly larger distribution and marketing footprint.

Emerging players

• Bikaji Foods International: Bikaji Foods is an Indian packaged-snacks and sweets company with growing FMCG distribution. An emerging player with regional strength in snacks that increasingly overlaps with Ching's distribution channels and mass-market Indian consumers, especially in northern India.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Chingssecret
• Facebookfacebook.com/chingssecret
• Instagraminstagram.com/chingssecret

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ching's Secret