The Grantham restaurant which serves what is believed to be the world's hottest curry is now selling t-shirts celebrating the super-spicy meal.
The 'I survived The Widower' t-shirts are available to diners at the Bindi Indian Restaurant, in London Road, or from the company's website.
And consultant radiologist Ian Rothwell - the only person to date to conquered the curry - will receive a special limited edition version of the shirt.
Muhammed Karim, executive chef and managing director, said: "Dr Rothwell will get a limited edition t-shirt with a crown on as he is the King of The Widower, being the only person in the three years since we launched it to demolish the meal.
"The regular t-shirts are available from the restaurant and through our website - and, of course, you don't have to have to sample The Widower to buy a t-shirt.
"We are also currently in the early stages of marketing The Widower sauce in a jar and looking at a sponsorship deal with a leading Indian beer brand.
"All this has come about because The Widower is now known worldwide, thanks to granthampeople which was the first to publish Dr Rothwell's story."
Mr Rothwell consumed the entire chicken curry, which topped a whopping 6 million scovilles, in just over an hour during a family outing to the restaurant earlier this month.
The dish comprised between 15 and 20 Naga Infinity chillies - the second hottest on the planet and grown in Grantham by Fire Foods - boosted by Naga extract.
One Infinity is more than 200 times hotter than a jalapeno, can reduce a grown man to tears and cause mouth blisters and burns.
The 'I survived The Widower' t-shirts cost £10 each and are available to pre-order.