Radio Mirchi - It's HOT!
Radio Mirchi is a nationwide network of private FM radio stations in India. It is owned by the Entertainment Network India Ltd (ENIL), which is one of the subsidiaries of The Times Group.
"Mirchi" is Hindi for chili. The tagline of Radio Mirchi is "It's hot!".

The original avatar of Radio Mirchi was Times FM. Radio Mirchi began operations in 1993 in Indore. Until 1993, All India Radio or AIR, a government undertaking, was the only radio broadcaster in India. The government then took the initiative to privatize the radio broadcasting sector. It sold airtime blocks on its FM channels in Indore, Hyderabad, Mumbai, Delhi, Kolkata, Vizag and Goa to private operators, who developed their own program content. The Times Group operated its brand, Times FM, till June 1998. After that, the government decided not to renew contracts given to private operators.
First round of licenses
In 2000, the government announced the auction of 108 FM frequencies across India. ENIL won the largest number of frequencies, and thus started its operations under the brand name Radio Mirchi.
Second round of licenses
In January 2006, Radio Mirchi bagged 25 frequencies in the second wave of licences that were issued by the Government of India. This pushes the Radio Mirchi presence in 32 centers. In the first wave of launches, Indore was the first city in india having grade of first private radio channel.Times decided to start radio channel to address the mass audience as advertisers can be attracted by showing a low cost per thousand.
Areas of operation
Currently, Radio Mirchi has a presence in more than 33 cities, including the 6 metros of India and Radio Mirchi is the costliest station in India as they charge more than double of the competition. Radio Mirchi believes premiumness can be achieved by charging more from the clients.
Radio Mirchi Frequencies Around India
- 98.3 FM - Ahmedabad Tagline "Radio Mirchi - It's hot.."
- 98.3 FM - Aurangabad, Maharashtra Tagline "Mirchi Sunne Wale Always Khush" Started On 23 July 2007.
- 98.3 FM - Bangalore It uses the tagline "Sakkath hot maga!" in Bangalore.
- 98.3 FM - Bhopal Tagline "Radio Mirchi - It's Hot"
- 98.3 FM - Chennai It uses the tagline "Idhu semmma hot machchi!" in Chennai.