Shikhar and Nidhi’s Samosa Success in the Indian Snack Market
The Indian snack market was valued at US$12 billion in 2022, driven by the growing demand for convenient and hygienic on-the-go options. Recognizing this opportunity, Bengaluru-based Samosa Singh tapped into the love Indians have for samosas, a beloved snack. What began as a passion project for Shikhar and Nidhi, a couple with thriving biotechnology careers, has now evolved into a multi-crore venture with over 50 outlets across the country.
In an exclusive interview with Startup Pedia, the founders shared their remarkable journey from scientists to successful samosa entrepreneurs.
The Journey & Growth
Shikhar and Nidhi were both accomplished professionals in the field of biotechnology—Shikhar as a scientist at Biocon and Nidhi as the Head of Global Sales at a leading healthcare company. Despite their career successes, they were drawn to the bustling world of samosa joints in Bangalore, where they noticed a lack of hygiene and an unorganized market for this popular snack.
Motivated by the idea of creating a consistent, high-quality samosa brand that could satisfy cravings and meet market needs, the couple decided to take a leap of faith. In 2015, Shikhar left his job, followed by Nidhi in 2016. They sold their apartment for 80 lakhs to fund their dream and launched Samosa Singh, starting with a small 300-square-foot kitchen and just one cook.
With their strong scientific background, Shikhar and Nidhi invested over 100,000 man-hours into research and development to perfect their samosa recipe, ensuring it stayed crispy for six hours. Though the initial days were tough, with just Rs 500 in daily income, their perseverance paid off. Samosa Singh soon caught the attention of major airlines like Air India, theaters, and corporate clients.
Resilience During the Pandemic
The COVID-19 pandemic brought unprecedented challenges, causing their business to plummet overnight as multiplexes, airlines, and tech parks shut down. However, Samosa Singh’s resilience and adaptability helped them navigate this difficult period. Their central manufacturing facility played a crucial role in maintaining operations, while their commitment to quality and customer satisfaction kept the brand strong.
Global Expansion
Samosa Singh is now expanding globally, starting with the Middle East and aiming to bring their popular samosas to customers worldwide. Their innovative and healthier samosas, which are low in fat and packed with flavor, have garnered love from across the country.
In a conversation with Startup Pedia, Shikhar and Nidhi reflected on their journey: “We’ve faced challenges, failures, and successes. Our passion and belief in our business have driven us to build a multi-million-dollar brand. We’re excited to continue revolutionizing the Indian snack market and bring our products to customers worldwide.”
Building a Strong Team
Samosa Singh’s success is also attributed to their dedicated and skilled team. Starting with just one cook, the company now has a team of over 150 enthusiastic young individuals. The founders have focused on building a strong work culture, resulting in low attrition rates and a collaborative environment.
Unique Offerings
Samosa Singh’s core offering is its range of uniquely shaped samosas, designed to reduce oil content while enhancing flavor. Using proprietary technology, they ensure the samosas stay crispy for extended periods. In addition to samosas, the brand offers a variety of other popular Indian snacks, such as kachori, dahi bhalla, chaats, and desserts like gulab jamun, rabdi, and ras malai.
Looking Ahead
Samosa Singh aims to revolutionize the Indian snack industry by providing hygienic, fresh, and flavorful snacks that evoke nostalgia and delight customers. With a scalable and profitable business model, the company plans to expand its presence across India and globally, continuing to innovate and introduce new offerings to the market.
Their vision is to become a global leader in Indian street food, offering high-quality products that combine innovation, taste, and freshness.
FAQ
- Who are the founders of Samosa Singh?
- Shikhar Veer Singh and Nidhi Singh, former biotechnology professionals, founded Samosa Singh in 2016 after identifying a hygiene gap in the samosa market.
- What is the core product offering of Samosa Singh?
- Samosa Singh’s core product is their uniquely shaped samosas, which are less oily and more flavorful. They also offer a variety of other Indian snacks and desserts.
- How many outlets does Samosa Singh have?
- Samosa Singh has over 50 outlets across the country and is expanding globally.
- What is the business model of Samosa Singh, and what are its key features?
- Samosa Singh’s business model focuses on providing high-quality, diverse Indian snacks with a commitment to product excellence, efficient operations, and strong vendor partnerships.