Samosa Singh: Nidhi Singh on Organizing India's Favorite Snack
What does it take to turn a humble street snack into a multi-million dollar business? For Nidhi Singh, Co-founder of Samosa Singh, it took a leap of faith, a lot of data, and a relentless focus on organizing the unorganized. Since its launch in 2016 in Bangalore, Samosa Singh has grown from a single kitchen to a massive operation capable of producing over 1 lakh samosas a day, serving both corporate giants and individual snack lovers.
Nidhi's entrepreneurial journey didn't start in a boardroom; it started with a personal observation. During her college days, she noticed a gap in the market: while Western fast food was organized and predictable, Indian street food—the food most Indians actually crave—was often unhygienic and inconsistent. "I always wanted to do something for the Indian mass market," Nidhi recalls. "The samosa is ubiquitous, but it wasn't branded or standardized."
The Samosa Science
Samosa Singh isn't just about frying dough; it's a technology and operations play. Nidhi and her co-founder spent months perfecting a "non-greasy" samosa that stays crisp even during delivery. "We looked at everything from the moisture content of the dough to the way it's folded," she explains. "Consistency is our biggest competitive advantage. Whether you buy a samosa in Bangalore or Hyderabad, the taste and quality must be identical."
Organizing the Unorganized
The Indian street food sector is notoriously fragmented. By bringing structure to this space, Samosa Singh has tapped into a massive opportunity. The company operates across both B2B and B2C channels, supplying to major tech parks, airports, and through its own cloud kitchens. "We didn't just want to be a 'halwai'; we wanted to be a modern food brand that people can trust," Nidhi says. This trust has been built through automated production lines and strict quality control measures.
Scaling to 1 lakh samosas a day required more than just more hands; it required deep automation. Nidhi's team re-engineered the entire manufacturing process to ensure that the "magic" of a handmade samosa could be replicated at scale without losing its soul. This operational excellence allowed them to expand rapidly across multiple cities.
From Corporate Comfort to Startup Chaos
Nidhi left a secure corporate career to pursue the Samosa Singh vision—a move that was met with skepticism by many. "People asked me, 'Why are you leaving a good job to sell samosas?'" she laughs. But for Nidhi, the thrill of building something from scratch far outweighed the comfort of a monthly paycheck. She emphasizes that the first order—a single samosa sold at a pop-up—was just as exciting as the massive corporate contracts they win today.
Nidhi's Lessons for Food Entrepreneurs
- Obsess Over the Product: If your product isn't consistent, your brand will fail. Spend time on R&D before you scale.
- Data-Driven Growth: Use consumer data to understand where to open your next kitchen and what flavors are trending.
- Organize the Backend: Automation is key to maintaining quality at scale. Don't be afraid to re-engineer traditional processes.
- Resilience is Non-Negotiable: In the food business, something goes wrong every day. You have to stay calm and solve the problem.
Building a Sustainable Brand
Nidhi's vision for Samosa Singh is to make Indian snacks a global phenomenon, much like pizza or burgers. She believes that the next decade will see many more Indian street food items being organized and branded. "The market is massive, and we've only scratched the surface," she notes. With plans to expand even further and introduce new variations of the beloved snack, Samosa Singh is well on its way to becoming a household name.
Samosa Singh Milestones
- Daily Production: Capable of rolling out 1,00,000+ samosas per day.
- Multi-Channel Presence: Strong B2B partnerships with airports and tech parks, alongside a growing B2C cloud kitchen network.
- Quality Focused: Proprietary "non-greasy" crust technology for perfect delivery.
About the Guest
Nidhi Singh is the Co-founder of Samosa Singh. A former corporate professional, Nidhi decided to follow her passion for entrepreneurship in 2016. She has been instrumental in driving the brand's growth, focusing on marketing, operations, and the overall vision. Nidhi is a strong believer in the potential of the Indian food industry and is dedicated to creating a brand that celebrates Indian heritage through modern innovation.
Samosa Singh is a fast-growing Indian snack chain that has revolutionized the way India eats its favorite snack. By combining traditional recipes with modern technology and standardized operations, the brand offers a hygienic, consistent, and delicious experience to millions of customers across the country.