Founded in 2015 by Nidhi and Shikhar Singh, Samosa Singh is a growing food startup. Earlier this year, snack brand Samosa Singh rolled out its first-ever ad film featuring popular actor and comedian Sunil Grover. The light-hearted, humorous narrative aims to capture the true essence of samosas in a fun and engaging way.
The one-minute commercial, according to the company, spotlights Grover’s signature comic timing and cheerful persona — qualities that perfectly reflect Samosa Singh’s commitment to crafting samosas with joy. The film also seeks to evoke the thrill, excitement, and nostalgia of childhood that samosas often bring.
MediaNews4U.com caught up with Samosa Singh co-founder Nidhi Singh
Q. The vision is to become the world’s most loved Indian street food brand — taking the humble samosa from a local favorite to a global icon. What is the gameplan to get there?
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 standardised.
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!
Q. Often when companies go for a new identity it is nothing more than a new logo. The product stays similar. That makes the move superficial. What was Samosa Singh’s approach towards a new identity?
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.
At Samosa Singh, our idea was always to honour 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.
At Samosa Singh, our love for Indian street food runs deep. It’s where comfort meets chaos, tradition meets innovation, and every bite tells a story. Now, we’re taking that story forward—with a reinvented menu that’s healthier, tastier, and even crispier.
Our new range is a celebration of bold ideas and better choices. Think Korean Crispy Baos that blend global taste with Indian textures, and Zero-Maida Crepes that are light, nourishing, and completely guilt-free. Every item has been thoughtfully crafted to delight today’s palate—without losing the soul of the streets that inspired us.
We’re not just reimagining how street food looks and tastes—we’re making it smarter. Cleaner ingredients, bolder innovations, and the same unapologetic flavor. Because at Samosa Singh, we believe the future of street food lies in keeping it real—and making it better.
Q. What role did AI play in the excercise?
AI is playing a growing role in how we streamline and scale our operations. We’re already leveraging AI in our POS systems to better understand customer preferences, manage inventory in real time, and improve speed and accuracy at the counter.
It helps us deliver a more seamless experience across our QSRs and cloud kitchens, while giving our teams smarter insights to make quicker decisions. For us, AI isn’t just about automation — it’s about enhancing efficiency while staying closely connected to what our customers want.
Q. Last year Sunil Grover starred in Samosa Singh’s debut ad film. How is this being built upon?
Yes, Last year, beloved actor and comedian Sunil Grover brought Samosa Singh’s quirky charm and street-food nostalgia to life in our debut ad film—delighting audiences and setting the tone for a brand that doesn’t just serve food, but serves smiles, memories, and moments of pure indulgence.
That campaign marked a major milestone in our journey—introducing Samosa Singh to millions and celebrating the soul of Indian street food with humor, heart, and unmistakable flavour.
This year, we’re building on that momentum with a bold new chapter.
We’ve evolved our menu and our mission to meet the changing tastes of a modern India—where indulgence meets mindfulness. With healthier, crispier, and more innovative offerings and global-fusion snacks, Samosa Singh is staying true to its roots while shaping the future of Indian QSR.
Sunil Grover helped us tell the story of where we come from. Now, our menu tells the story of where we’re headed.
Q. What factors made Samosa Singh chose Sunil Grover and is humour going to continue be important in marketing activities done?
He feels familiar, just like our samosas — comforting, full of character, and loved by all. Humour is definitely going to remain a big part of our marketing. It breaks barriers, brings joy, and helps us stand out in a cluttered space. At the end of the day, we want people to smile — whether it’s through our food or our stories.
Q. What marketing innovations can one expect and will the balance be evenly split between tridiagonal and digital media?
We’re always looking for fun, meaningful ways to connect with people — not just as a brand, but as a part of their everyday lives. You’ll see us trying new things: playful collabs, snackable content, and local stories that feel real and relatable.
At the same time, we’re also investing in more on-ground experiences — whether it’s pop-ups, food trails, or just being present where people hang out and enjoy their snacks.
As for the media mix, it’s never a one-size-fits-all. Digital will definitely stay strong, especially to engage younger audiences and keep the brand conversation going.
But we’re also big believers in the power of traditional media — TV, outdoor, and even good old word-of-mouth in communities. It’s not about choosing one over the other. It’s about showing up in the right place, at the right time, with the right kind of energy.
Q. How important will experiential marketing be through things like tastings?
Experiential marketing plays a key role in how we connect with our audience. There’s nothing quite like seeing someone take that first bite and genuinely enjoy the product — it creates an instant, memorable connection.
When we launched our new product recently, we organised tasting sessions across key locations. The response was fantastic. People not only got to try the product firsthand, but it also gave us immediate feedback and real-time reactions — something no digital campaign can replicate.
These on-ground experiences help us bring the brand to life. It’s not just about giving out samples — it’s about creating a moment, a memory, and a reason for someone to come back. As we grow, you’ll definitely see more of these activations, especially around new launches and high-footfall touchpoints.
Q. Technology is important in amplifying the company’s sustainability efforts. Will marketing activities have the sustainability theme to an extent?
Yes, definitely. At Samosa Singh, sustainability isn’t just something we mention occasionally — it’s a core part of how we operate and what we stand for. And it’s only natural that our marketing reflects that.
From the way we source our ingredients to how we manage waste, every part of our process is designed to be thoughtful and responsible. For example, we support the RUCO initiative by converting used cooking oil into biodiesel, and we’ve built a manufacturing setup that includes water recycling, renewable energy, and energy-efficient systems. These aren’t just back-end efforts — they’re stories we’re proud to tell.
Going forward, you’ll see more of this reflected in our campaigns. It won’t be about preaching sustainability — it’ll be about showing how everyday decisions, like choosing a samosa, can be part of a larger shift toward doing things more mindfully. Whether it’s through our packaging, our digital storytelling, or collaborations with like-minded partners, we want people to know that taste and responsibility can absolutely go hand in hand.
Q. Could you shed light on the strategy to build relationships with multiplexes, restaurants, caterers that account for almost one third of the business? Is Samosa along with popcorn one of the most ordered snacks when people visit a multiplex?
Building strong relationships with multiplexes, restaurants, and caterers has been a key part of our growth story. These channels contribute significantly to our business, and our approach has always been about creating win-win partnerships.
We focus on consistency, quality, and operational ease — ensuring our samosas are not just delicious, but also easy to serve and manage in high-volume environments like movie halls and large-scale catering events.
When it comes to multiplexes specifically, the samosa is absolutely a crowd favourite. Alongside popcorn, it’s one of the most ordered snacks — there’s just something about biting into a hot, crispy samosa while watching a film that hits the spot. It’s nostalgic, comforting, and pairs perfectly with the movie-going experience.
Our strategy here has been to offer a product that delivers both on taste and convenience. With our innovative packaging and long shelf-life solutions, we’ve made it easy for partners to serve a fresh, consistent product without added complexity. At the end of the day, it’s all about enhancing the overall customer experience — and the samosa fits right in as a timeless, much-loved snack.
Q. How is the dedication to innovation, quality, and customer satisfaction helping Samosa Singh standout in a competitive market?
– At Samosa Singh, we’re redefining how India snacks — with innovation, quality, and customer satisfaction at the center of everything we do.
What makes us different is our scientific approach. With over 100,000 hours of research behind us, we’ve perfected a samosa that’s not just tastier, but smarter.
Our signature triangle-fold design keeps oil out and crunch in, making our samosas 56% lower in fat and completely non-greasy.
They’re cooked in sunflower oil, contain no trans fat, and still deliver that nostalgic warmth and flavour people love.
But we haven’t stopped at samosas. Our menu now features exciting new launches like Korean-style Baos, Multigrain Kulchas, and flavour-packed Crepes — all designed for the modern, health-conscious snacker.
We believe in indulgence, but with balance — offering food that feels familiar, but is made better.
All our products are made in a high-tech, fully automated, and hygienic facility to ensure consistency and quality at scale.
And we’re constantly evolving — listening to feedback, improving our offerings, and introducing new formats that excite our customers.
In a competitive market, it’s this mix of science, tradition, and care that helps Samosa Singh truly stand out.
Q. What is the plan to grow the presence in India and globally in markets like Canada, Australia, Dubai? Is the TG families or working professionals?
Samosa Singh has established a strong foundation as India’s leading modern Indian QSR brand—bringing innovation, consistency, and authenticity to the country’s most beloved street snack.
We are actively pursuing international growth in regions with dense Indian diaspora and rising demand for authentic-yet-modern Indian food.
Especially in international markets, where Indian street food is an emerging category
Whether it’s a tech park in Bangalore, a mall in Chandigarh, or a food court in Dubai—Samosa Singh is redefining how the world enjoys India’s favorite snack: healthier, tastier and full of soul.
Q. What role does data analytics play When it comes to finding the right location, appropriate rent prices, and deciding on whether or not the consumers purchasing power is sufficient? Any examples that standout.
Data has quietly become one of our most valuable tools when it comes to making smart expansion decisions. It helps us take the guesswork out of choosing the right location — whether we’re opening in a new city, a high-street spot, or a multiplex.
We look at everything from footfall trends and nearby competition to rental benchmarks and local spending habits. It’s not just about picking a place with good visibility — it’s about knowing if the people there are likely to walk in, enjoy our food, and come back.
For instance, when we looked at opening in premium tech parks and malls, the data clearly showed a strong culture of snacking between meetings and during leisure time. It also showed that customers there were open to experimenting — perfect for our fusion offerings like bao, crepes, and our healthier samosas.
Even rent negotiations become more strategic with the right insights. We know what’s fair, what’s sustainable, and what aligns with the revenue potential of that area.
At the end of the day, it’s a mix of data and gut — but the data helps us grow with confidence, not just ambition.
Q. Could you talk about the focus on packaging and design when people order online? Does this area help in getting repeat orders?
At Samosa Singh, we recognise that our packaging is more than a container; it’s an extension of our brand experience.
That’s why we’ve invested deeply in thoughtful, functional, and emotionally resonant design for our delivery and takeaway formats.
Customers often describe the unboxing as “fun,” “Instagram-worthy,” and “crave-inducing”—all of which reinforce loyalty and word-of-mouth discovery.
In a cluttered delivery marketplace, packaging is not an afterthought—it’s a strategic differentiator. One that helps us turn first-time buyers into returning customers, and a samosa into a shareable moment.
