The eating contest at Swindon’s 4th Annual Chilli Fest came to an exhausting end, pain clearly etched on the faces of the competitors, but one man held out to be declared the town’s “Chilli Titan”.

Defeating last year’s champion in an evidently excruciating contest, IT worker Manu Sharma, 32, saw off ten of the hottest chillies available to take the title.

“I feel great,” said Manu, unconvincingly, after being awarded the title. “It was a brilliant experience.”

10 brave or foolish competitors took to the stage for the competition – three down on the 13 who registered their interest – and it was clear from the first, warm-up chilli chocolate that it was going to be hard-fought.

The first whole chilli, a Bird’s Eye, came in round 3, and the first of the entrants fell, resorting to the glass of milk placed in front of him. The opportunity to relieve himself of the burning also signalled his exit from the contest.

The rules were clear: the whole chilli must be chewed, not merely swallowed, and this became evident with the next challenge, a Punjabi Cracker. Tears started to flow, visibly from one man, more discreetly behind a pair of sunglasses for another.

Two rounds of the Bullet – the first comparatively mild, the second an alarming 100,000 on the Scoville scale – caused the tissues to be brought out, eyes and noses streaming. Not even the shades could hide the streams of tears now, and two more victims fell.

Seven moved on to the Naga, considered the world’s hottest chilli as recently as 2011. Some handled it with an impressive poker face, some visibly strained, two dropped out.

Another Naga followed, quantity rather than increasing heat the new game. While some were gasping, one bold character polished off his chilli with a bit of a dance – but the straight face couldn’t save him, and he was one of two depart at yet another Naga.

In round 9, there were two chillies to be eaten, and three remaining: Marvellous, the crowd favourite aiming to be the first female Chilli Titan; 2016 champion Neil, and dark horse Manu.

Neil’s approach was contemplative, but swift, his chillies vanishing at an unwise rate. Manu clearly just wanted it to be over. Marvellous, to all round disappointment, bowed out.

As the compère announced that “now we just get the hottest chillies we have and keep giving you them”, the crowd groaned, clearly feeling the competitors’ pain.

One more each, for the two left in a head-to-head, was handled with some difficulty, but handled, just. The first bite of the final round saw an end to the contest though, Neil unable to keep his down, and Manu, sweat patches, red eyes and all, was declared the winner to admiring cheers and applause.

Asked the key to his success afterwards, Manu said: “I don’t know – I was just concentrating on looking at the people who were supporting me and didn’t look at my competitors.”

“I normally eat chillies but the last ones were horrible.”

Compère Jack Beaverstock, a builder in his day job, said: “It was good, it was nice to see some new faces this year.”

“We had some returning contestants but it was great to crown a new champion, and it’s great to have a nice big crowd here today to support it.”