The natural tangy flavor is less and also the hotness is not that great either, just average. As per colour it's not that deep red like kashmiri mirch but a vermillion/ dark orange like colour. ????It's hot but definitely could have been better. In cooking the required quantity is as per other standard brands as well although may not provide quite the colour so to keep in mind. ????The tangy flavor is less and also hotness is very average at the best. Needs in more quantity in cooking. ??There is no artificial colour I can tell for sure. ??If to believe the manufacturer the grinding was done in low temperature to preserve the natural oils and flavors of the raw materials. ??The packaging was excellent and hygenic with 12 months shelf life.