Meghana Harikumar
Bengaluru: Few snacks stir up nostalgia and national pride in India quite like the humble samosa. Wrapped in golden pastry and packed with spiced potato goodness, this triangular treat has long been a staple across homes, roadside stalls, and celebrations—from school lunch breaks to high tea and wedding buffets. Despite its origins tracing back to Central Asia, the samosa has found its soul in India, becoming a cultural icon and an emotional edible across generations.
At the heart of every samosa lies the potato—India’s most versatile and beloved vegetable—used as a canvas for regional spices and creativity. But for decades, the samosa remained unbranded, unstandardized, and largely relegated to street carts and homemade kitchens. That’s where Samosa Singh comes in.
Founded by biotech professionals-turned-entrepreneurs Nidhi and Shikhar Singh, Samosa Singh has turned India’s most popular street snack into a high-growth, food-tech-powered, scalable business. What began as a single outlet has now grown into a multi-city, multi-million-dollar brand that’s not only preserving the authenticity of the samosa but also revolutionizing how India snacks—with innovation, hygiene, and heart.
In this candid interview, Nidhi Singh, co-founder of Samosa Singh, talks about her journey from lab coats to ladles, overcoming startup challenges, building a brand from scratch, and why the samosa is far more than just a snack—it’s a movement.
Your journey from biotech to building a snack empire is incredibly inspiring. What was the tipping point that led you to trade labs for laddus and samosas?
It has been a long and an eventful journey of being a scientist and then giving it all up to build a high-growth successful business. As first-time entrepreneurs who quit jobs to pursue our dream, put everything we made and had into the business and a soul to commit oneself to it, so, truthfully—we have seen it all!
There were tough days—really tough ones—including Covid which changed the entire dynamics and overnight the revenue stumped to almost zero! But we never gave up and worked the hardest during these years and as of today, we have managed to tread on the path of building a multi-million-dollar business with our passion.
As rightly said, if you want the rainbow, you have to deal with the rain.
From a working couple to entrepreneurs, from a single outlet to a multi-city status, from selling a single samosa sold to over 50 million pieces and from a two-member team to a fired-up team of 200+ youngsters, SV and I have crossed our first frontiers as we look at the future with bright eyes.
Our love for the Samosa & our fiery pride in the Indian street food credo drives us each day to establish a global space for the rich and eclectic street food of this country.
It definitely was not an overnight decision but samosa was something that first came up in our mind as a thought and then it never left us. It literally was like Samosa Calling for us—we could see the product available everywhere and yet not consistent or standardized.
So when we decided to adopt the one snack that bound this country’s cultures, we went a step ahead and decided to surprise ourselves…we just didn’t give it a new look. We didn’t just give it a new taste. We didn’t just give it a new feel…We gave it a surname Singh. Samosa Singh. And we made it a part of our family!
Samosas are deeply nostalgic and familiar for Indians. How did you approach reinventing such a traditional snack without losing its essence?
SAMOSA—such a wonderful word that immediately takes you to down to the memory lane.
I still haven’t come across anyone who doesn’t love this product and gets nostalgic with cherishing memories around samosas.
There are many theories around the evolution of samosas, where is originated, how it travelled to the world and back to India in various avatars, impact of the traders and colonial powers and finally food evolution, post-independent India etc. Whatever it is—we firmly believe that we have no need to claim the origin of the foods we love so much—the samosa which is very much Indian, true to its roots, eaten the traditional way—deep fried and served hot with chutneys…Yumm!
In fact due to its overwhelming popularity, samosa has been conferred the title of an “International Snack”.
Also, another amazing fact—samosa has also travelled to the space! Yes—Space! It was carried to the space by Sunita Williams!
So, this adds to the privileged list of facts that samosa experienced round the years!
So, when we decided to embark on my entrepreneurial journey—what better than samosas. A lot of people ask me why samosas and I quip them back with, “Why not samosas?”
The Indian snacks industry has undergone a significant transformation, driven by changing consumer preferences, urbanization, and the growing demand for healthier and hygienic options. Key trends include the rise of premiumization, health-focused snacking, and the incorporation of regional flavors in modern formats. Before starting Samosa Singh, we identified a gap in the market for traditional Indian snacks that could marry authenticity with innovation. There was a lack of standardized, hygienically produced samosas that appealed to both nostalgia and modern sensibilities. Our mission was to elevate this beloved snack while ensuring consistent quality and convenience.
What were the early challenges you faced in convincing investors and customers that a humble snack could be a scalable business?
Revamping a traditional snack like the samosa was never about changing its core — it was about innovating the experience without giving up on the nostalgia that people have for it. We were keen in maintaining the original flavor while bringing innovation in the way it was produced, served, and delivered. From enhancing the level of hygiene to simplifying the production process to introduce uniformity, the intention was to upgrade the samosa without eliminating the emotional attachment people have towards it.
There was the mindset barrier — many saw the samosa as an unorganized, small-scale product. We had to show them a bigger vision: that with the right processes, technology, and branding, even the most familiar snack could create a powerful, scalable business model.
Challenges and continuous learning have been along the way. The most difficult part was during Covid-19 when our revenues went down to close to zero overnight. But we never thought about giving up. We used the time to double down on establishing a stronger business and being even more centered around the core values. Every hurdle became a lesson, every setback pushed us to innovate further. As they say, “If you want the rainbow, you have to deal with the rain.” Today, thanks to that perseverance, we’ve built a multi-million dollar business that still serves the same beloved samosa — just in a way that fits today’s world.
Can you tell us about one mistake that taught you a lesson you still carry with you today as an entrepreneur?
Every entrepreneurial journey is unique and in full honesty we all learn and evolve through the process. Along the way, we’ve made our share of not-so-great decisions—and we probably still will. But we don’t view them as mistakes; we see them as valuable learning experiences. And yes sometimes, the cost of learning can be big and disappointing—both emotionally and financially.
We just thrive to make calculative moves to avoid any blunders and make new mistakes each day to keep learning and evolving into a stronger person and a thriving business—Embrace the mis-steps as they are a proof that we’re pushing boundaries, experimenting, and growing. After all, every new mistake is an opportunity to become stronger, wiser, and more resilient—as individuals and as a business.
Samosa Singh has a strong brand identity rooted in both science and tradition. How did you arrive at this blend of food-tech and nostalgia?
At Samosa Singh, our idea was always to honor the tradition of the samosa — a snack so deeply loved across generations — while using the best of food technology to make it healthier, more consistent, and scalable.
We spent over 100,000 man-hours on R&D to innovate, especially on the dough, so that our samosas absorb less oil while keeping the authentic taste intact. This blend of science and tradition helped us create samosas that are 56% lower in fat compared to the traditional ones, without losing the familiar flavors that people grew up loving.
Our approach was simple: respect the nostalgia people feel for street food but deliver it in a way that meets today’s expectations of hygiene, freshness, and health. By combining food-tech innovation with deep-rooted cultural love for the samosa, we built a brand that feels both familiar and refreshingly new at the same time.
Bolstered by their rich legacy, samosas are the perfect embodiment of inclusivity that transcends regional boundaries and caters to diverse palates. Regardless of your social status or place of residence, samosas are enjoyed by everyone in every corner of the country. From the fragrant lanes of Old Delhi to the vibrant markets of Chennai, one can easily find variations of this beloved snack that cater to local tastes and preferences. Bringing people from all walks of life together in a shared gastronomic experience, it is this ability to successfully adapt and embrace regional flavours that truly makes samosas a unifying force in India’s decorated street food culture.
As a woman co-founder in the Indian F&B space, what biases or barriers have you had to navigate, and how did you overcome them?
Starting Samosa Singh came with its share of challenges, especially as a woman in a space that has been traditionally male-dominated. There were times when people had preconceived notions about whether a woman could handle the manufacturing setup or build a large food business.
One of the early barriers was setting up our factory and bringing more women into the workforce. It wasn’t easy at first — Generally, the manufacturing set up is patriarchal dominated—it was initially a challenge getting more women employees and workers get recruited and settled in the factory set up. However, though initially challenging it was a game changer for Samosa. Singh. Women team are not just hard working but consistent, more disciplined, can stand for longer hours and add immense value to the start-up ecosystem with their tenacity and wonderful work ethos.
Throughout my journey of entrepreneurship—I have supported multiple women and other budding entrepreneurs take their dreams to the next level—it is highly gratifying to see those rewards.
I truly believe women everywhere are leading change, breaking old patterns, and showing what’s possible. Every challenge is an opportunity to build something stronger, and I’m proud that our journey reflects that spirit.
From a marketing standpoint, how did you position Samosa Singh as more than just another snack brand?
Samosa Singh is an emotion! Started truly with a vision to celebrate Indian street food and the international snack—Samosa!
People resonate with the product and the nostalgia it evokes. So, we have actually just kept true to the essence of the product and it automatically touched the hearts of millions of popel in India and abroad. We actually didn’t need much marketing to bring in this love –it was automatically driven by the beauty and blend of this product with the Indian food roots.
In what was once deemed a snack worthy of a king, samosas have come a long way to carve a niche as one of the most beloved street food staples in the country. A triangular filled snack, samosas traditionally feature a crispy golden crust filled with a mixture of spiced potatoes, peas, and aromatic herbs. But their legacy transcends the traditional recipe, with countless regional adaptations and variations.
What truly sets Samosa Singh apart is our ability to innovate without compromising on authenticity. We’ve preserved the heart of the samosa—no adulteration, no preservatives—just the warmth, crunch, and soul of the perfect bite.
In a space as crowded as quick service food, how do you ensure Samosa Singh remains top of mind for customers?
In a highly competitive space like quick service food, what we do differently is that we draw attention to everything that makes Samosa Singh stand out — a fresh, exciting and hygienic taste of India’s beloved snack. Not only our samosas taste delicious, they’re filled with innovation in their core — from a specifically designed dough that absorbs less oil to offering an enormous variety of flavors like Kadai paneer samosa, Cheese chilli samosa, Cheese and Cron Samosa and masala corn samosa among the many exciting flavor options with a strong focus on the intersection of indulgence, healthy, fresh and that connect with the customer immediately.
We’ve built the brand on the values of staying close to our roots, growing every day, and never-ever compromising on quality. With or without big advertisement budgets, it’s the trust, consistency, and joy we offer in every bite that keeps customers coming back. When the market is saturated, genuine connection and a memorable experience work – and that’s what we strive for every day at Samosa Singh.
You’ve used storytelling effectively across social media and campaigns. How important is content in building brand relatability, especially for a comfort food like samosa?
At Samosa Singh, we don’t just have storytelling as a marketing aspect — it’s how we connect with people. Samosas are ingrained in the daily fabric of Indian culture — from school breaks to rainy evenings, from office cravings to wedding buffets. We use our content to celebrate these shared memories, tapping into the pure joy and nostalgia that everyone feels for this iconic snack.
Our storytelling are a combination of heartwarming and nostalgia and lighthearted humor — because that is what samosas bring to life: smiles, laughter, and comfort. Whether it’s a humorous reel about snatching the last samosa or a nostalgic post about childhood memories, whatever story we share is with real emotions.
For a comfort food like samosa, relatability is key. It’s not just about eating; it’s about living the moment and creating new memories. Through our storytelling, Samosa Singh isn’t just a snack company — it’s a happy part of people’s daily lives.
How do you measure marketing success at Samosa Singh — is it footfalls, loyalty, online buzz, or something more emotional like customer recall?
Actually, all of the above.
What role has packaging played in your marketing strategy — especially when it comes to elevating perception and ensuring quality?
We believe the experience of enjoying a samosa starts much before the first bite — it begins with the story our packaging tells. For us, samosas are not just food; they are moments, memories, and traditions wrapped in a crisp layer. That’s why we’ve poured our heart and soul into designing packaging that reflects the essence of Indian life
Our boxes are inspired by the vibrant nostalgia of old Indian newspapers, bringing together charming street art and scenes from the warmth of a typical joint family home. These are places where laughter, stories, and food are always shared. From playful news snippets to hand-drawn sketches, every detail is crafted with care to evoke the feelings of cozy Sunday afternoons, hot snacks during monsoon rains, and the delightful chaos of family gatherings.
But our commitment to the environment is just as important. Along with telling a beautiful story, our packaging is eco-friendly, designed with sustainable materials to protect the planet while bringing our rich cultural heritage to life. It’s a seamless blend of tradition, quality, and sustainability.
From lab coats to kitchen aprons — how has your background in biotech helped you build better systems in food production and safety?
Yes! It certainly has! Our proprietary automation, ISO 22000 accredited manufacturing capability all has been a result of our experience and knowhow in this domain. Samosa Singh follows the highest standards of safety and automation to bring to you the most delicious authentic samosas.
What advice would you give young women with a business idea in a male-dominated sector?
My advice to young women is this: believe in your idea, stay focused, and don’t let old mindsets define your journey. In any male-dominated sector, you may face biases and preconceived notions, but remember — your work, your passion, and your persistence will always speak louder.
At Samosa Singh, we struggled to create a team in an industry that traditionally has been male-dominated, especially in manufacturing. But bringing women into the heart of our operations was one of the best decisions we made. Women come with incredible discipline, dedication, and resilience — qualities that are invaluable when building a business from the ground up.
The world is changing fast. Women everywhere are not only participating or joining, but leading, experimenting, and reinventing industries. Step forward boldly, stake your claim, and have faith that your vision is strong enough to break down any barriers.
At Samosa Singh, we celebrate such spirit every day — and we have no doubt that the future belongs to those who are brave enough to build it.
Do you remember the first customer who walked into your store? What was that moment like for you and Shikhar?
Yes, we very clearly remember that! It was our new outlet and our very first customer was a seven-year-old celebrating his birthday. His family placed a bulk order for his special day, and nothing could have been more heartwarming or exciting. That moment wasn’t just about selling samosas—it was about being part of someone’s memory, their joy, their celebration. And that’s what fuels us to this day.
How do you view competition in the Indian snack market — do you see it as noise or motivation?
Competition is good. It creates more opportunities
What’s one underrated aspect of the samosa that you wish more people appreciated?
Samosa is a skilled product— Every golden, crunchy bite is the result of careful attention to detail, from the hand-folded crust to the perfectly spiced, mouthwatering filling—that makes you fall in love with instantly.
If you had to pair one Samosa Singh product with a Bollywood movie, what would the pairing be?
If we had to pair one Samosa Singh product with a Bollywood movie, it would be our Classic Punjabi Samosa with Dilwale Dulhania Le Jayenge.
Just like the film, our samosa is a timeless classic—warm, comforting, and full of heart. It has the perfect balance of spice and soul, much like Raj and Simran’s love story. Both have stood the test of time, loved by generations, and bring people together in the most beautiful way.
Whether it’s a rainy evening, a train ride, or just a moment of nostalgia, nothing hits quite like a DDLJ rewatch with a hot Samosa Singh samosa in hand. Iconic meets iconic!
Finally, what’s next for Samosa Singh — are there any exciting launches, formats, or new cities in the pipeline?
Yes! Samosa Singh is getting a revamp. We will be announcing the new makeover soon—with exciting menu additions and new look and feel—even more relatable to this time! Stay tuned as we unveil the new and improved Samosa Singh—still rooted in tradition, but with a bold, modern twist.
Something delicious is on the way…Across India and abroad.
From crafting low-oil doughs with science-backed precision to weaving heartwarming stories of Indian nostalgia into every campaign, Samosa Singh has become a case study in how heritage and innovation can co-exist beautifully. What began with a single samosa is now a sprawling empire with over 50 million samosas sold, a loyal customer base across India, and a brand presence that’s disrupting the traditional quick-service food category.
More than just food entrepreneurs, Nidhi and Shikhar Singh are brand storytellers, culture custodians, and fearless changemakers. Their journey proves that even in a crowded market, authenticity, consistency, and vision can turn the most familiar comfort food into a category-defining brand.
With a bold rebrand on the horizon, new menu innovations in the pipeline, and ambitions to expand internationally, Samosa Singh is not just here to stay—it’s here to lead India’s street food into its next golden chapter. Because in their world, every bite is a celebration, and every samosa is a Singh.
Meghana Harikumar
Editor
