This reminds me a Chinese chili sauce brand called Lao Gan Ma. [1] The founder is a woman, who started the business as a road side shop selling hand made chili sauce. Now it sales more than half a billion dollars per year.
They do not run advertisement too. The founder also insisted on some distinguished principles such as not taking any debt, not own supplier money, and not getting listed in stock market.
The sauce is often named as a necessity for Chinese studying or working aboard. You can simply mix it with rice or noddles and have a delicious meal.
If you like spicy Chinese food, you should give it a try.