"When you eat it, it feels like dying," touts one online retailer. Even packaging the stuff is a pain. "Our workers wear goggles, face masks, head cover and protective clothing," says Ananta Saikia, whose firm is the pepper's sole exporter. "They look like astronauts." He and his wife have started shipping tons of dried bhut jolokia around the world, including Germany, England and the U.S. Annual sales, he says, are expected to jump 500% this year.