In the US, it's a spice mix for cooking chili. (AKA "chili con carne," a popular meaty, spicy stew.) Chili powder has a bit of cayenne but mostly cumin, paprika

In the US, it's a spice mix for cooking chili. (AKA "chili con carne," a popular meaty, spicy stew.) Chili powder has a bit of cayenne but mostly cumin, paprika, garlic powder, onion powder, etc. I can imagine it being different outside the US, but this store was in Seattle so you can see my confusion.