Speed is the word for Guinness Rishi as he powers his way through a giant 490 gram bottle of ketchup in just 39 seconds.
Guinness believes he holds the fastest time for drinking the world's favourite condiment, which he sups through a straw.
His brand of choice is a toss up between Maggi or the more traditional Heinz.
And 67-year-old Guinness, from Delhi, India, doesn't confine his talents to the world of tomato sauce.
He claims to hold 19 world titles and even changed his name - from Har Parkash to Guinness Rishi - in a bid to win over official record-keepers.
But so far none of his bizarre stunts have been recognised in the Guinness Book of Records.
Guinness puts his motivation down to the need to stand out in a country of over 1 billion people.
'People consider me an extraordinary person, not an ordinary person,' he said.
His records include 'taking on the world's oldest adoptee', after he legally took custody of his 61-year-old brother-in-law.
Guiness also built the tallest sugar cube tower in the world, which stands at 64 inches.
He took his new name in 1991, after keeping a motor scooter in continuous motion for 1,001 hours for another bizarre record.
'Persons who have no money wish to do something in their lives, so the poor people try to break records by their strength or their will,' said Guinness, who is joint owner of an auto-parts factory.
The ketchup-crazed pensioner said he will continue to find new records to break until he achieves his dream of official recognition.
'I hope to make my family proud,' he said.
'My children feel they are more important in the field of business and money-making.
'I have to show the family and the community that I am a professional person.'
Now Guinness is trying to find a way of combining eating chips with his ketchup-drinking record in the hope of attracting the attention of judges.