"Eating on the Streets is What Inspires Me Most"

India is known for its love affair with street food, and among the vast variety of options available, samosas hold a special place. These savory triangles filled with spiced potatoes and peas, fried to crispy perfection, have been a favorite snack for generations of Indians. But now, samosas are not just limited to the streets or local shops, they have entered the organized food market in India through the opening of many samosa Quick Service Restaurant (QSR) chains.

During the course of several decades, samosas were often prepared by family-owned or family-operated companies or in the homes of individual families and sold at roadside stands or tiny stalls. The price of these samosas was typically reasonable, but the quality and hygiene of the food was frequently in question. There has been an increase in the demand for samosas that are of a higher quality and are prepared in a more sanitary manner, which has led to the establishment of samosa quick service restaurants chains.

These QSR chains are taking the humble samosa to a whole new level. From introducing new and innovative fillings to offering a range of accompaniments, these chains are changing the way Indians perceive and consume samosas. One of the key players in this market is the popular chain, Samosa Singh. Founded in 2016, the brand has been expanding rapidly, with over 50 cloud kitchens across 8 cities India.

Samosa Singh provides customers with an extensive selection of samosas to choose from, including as the traditional potato and peas, cheese and corn, butter chicken, and even chocolate-filled samosas. Because of the brand's dedication to both quality and cleanliness, they have built up a dedicated consumer base, and the distinct tastes of their products have made them a favourite among young people in India.

“Having a QSR set up that delivers and serves samosas freshly made, in a hygienic manner is certainly a value addition that the market is seeking and this will continue to thrive as long as there is a convergence of taste, quality, and varieties. Samosa Singh has always been in the business of manufacturing and supplying samosas. However, with the changing trends- we launched the B2C business wing in Dec 2019 and it has worked very well for us,” Nidhi Singh, Co-Founder of Samosa Singh stated.

She further informed that with only cloud kitchens during the pandemic, the company is now set to expanding into the QSR concept is the result of demand tailwinds. “We are confident of this market and will continue to grow and expand in this,” Singh claimed.

Another player in the samosa QSR market is Samosa Party. Quick service restaurant Samosa Party has now taken its count to more than 50 locations in India. The Kalaari Capital-backed Samosa Party is building a Global QSR on India’s most preferred snack, Samosa. Its USP is to deliver freshly fried samosas on order to the doorstep, with freshly brewed chai. Samosa Party has created a niche in the segment by incorporating menus that are specially curated keeping in mind the flavour palates, changing trends and age groups.

Back in 2022, Samosa Party aimed to hit INR 5 crore monthly revenue. “We plan to expand to 100+ outlets across Delhi NCR, Hyderabad, Chennai, and Bangalore in the coming months.” Samosa Party co-founder Amit Nanwani said. 

The endeavour to create a brand out of the ever-present samosa has been praised by culinary critics. An specialist on Indian cuisine, KS Narayanan, claims that samosas are more well-liked than even tandoori delicacies. It's delicious year-round, is loved by people of all socioeconomic backgrounds in India and beyond, and has long dominated the snack industry while being woefully disorganised. "The momo sheets is a billion dollar business in the Southeast Asian markets, and the samosa patti could potentially be the same in India," he says.

Wow! Momo, which started as a momo chain but has since expanded also included samosas. Wow! Momo offers a range of samosas, including the classic potato and peas, as well as more innovative options like chicken tikka and butter chicken. Apart from these major players, there are several other samosa QSR chains that have emerged in recent years, such as Samosa Junction and Samosawala. These chains offer a variety of fillings, accompaniments, and even meal options, making samosas a convenient and delicious option for people on-the-go.

The emergence of samosa QSR chains has not only changed the way Indians consume samosas but has also created a new market for entrepreneurs and small businesses. With the demand for quality and hygienic samosas increasing, many local businesses and home chefs have started offering their own unique flavors and fillings, catering to a niche market that values homemade food.

Yet, the proliferation of samosa quick-service restaurant chains presents a challenge to the survival of independent retailers and companies who have been selling samosas for decades or even centuries. Many independent vendors have experienced a decrease in business since the arrival of these chains because they are unable to compete with the prices and marketing methods employed by these structured chains.

Despite this, the expansion of quick-service restaurants that specialise on samosas has been a blessing for the Indian cuisine sector. It has resulted in the creation of new job opportunities and provided an arena for solo chefs and proprietors of small restaurants to demonstrate their gastronomic prowess. The increasing demand for samosas in the organised food industry has also led to advancements in packaging and delivery, which have made it simpler for customers to get their hands on and enjoy their favourite snack.

The rise of samosa QSR chains in India has created a new market for this beloved snack. It has introduced new flavors and fillings, improved the quality and hygiene standards, and provided a convenient option for people on-the-go. While it may pose a challenge to small vendors, it has also created new opportunities for entrepreneurs and small businesses. As the market continues to grow, we can expect to see more innovations and new players entering.

The Indian restaurant industry is growing at a rapid pace over the last decade and the growth story is set to continue for the next foreseeable future. Not just it is one of the largest employment generators but a huge contributor to the economy, estimating that the total contribution of the restaurant industry alone is more than 2.1 percent to the GDP of India. 

The market is clearly and equally divided into the organised and unorganised sector. The unorganised segment of the industry consists of individuals or families selling ready to eat food through roadside vendors, dhabas, food carts, street stalls, etc and it owns a larger chunk of the total percentage that is scattered, untapped and unregularised. It grew10 percent in the past three years to touch INR 275,512 crore in 2018-19 and is expected to touch INR 341,877 crore by 2022-23, a whopping growth of six percent. 

Talking about employment, the unorganised sector employed an estimated 3.6 million people in 2018-19, contributing to 49 percent of the total workforce in the sector. Overall, employment in the food service industry is forecasted to grow at six percent CAGR to hit 9.2 million in 2022-23.

No one championing their cause

In the current Covid times, when the whole of the restaurant industry is gasping for ventilator support, the restaurants falling under the unorganised sector is in a worst-hit crisis. Shivanand Shetty, President of the Indian Hotel and Restaurant Association feels that, although the unorganized sector in the space is a big chunk and also an employment generator, in the given circumstances when the organized sector has to fend for themselves, there is hardly anyone championing their cause. 

“While there are no employment benefits, one more very critical thing is the quality of food churned out by them as there are no particular guidelines followed, thereby exposing customers to various health hazards,” Shetty commented. 

Situation grim than organised sector

Looking at the current scenario, there are several problems being faced by the unorganised restaurant sector. Manvir Singh Anand, a Food Business Expert and Founder of Knight Gourmet pointed out. “The infrastructure or CAPEX investment done into respective categories of food service will push their payback period by over two to three years, in some cases, they will have to shut shop since they can't recover the cost of infrastructure by just doing deliveries,” he started with. 

Not to forget that the Covid-19 is already to eat up half of the restaurant revenue this fiscal with shutdowns, layoffs and fading footfalls. Rahul Prithiani, Director of CRISIL Research stated that the organised sector, in particular, has seen a 90 percent reduction in sales since the lockdown. Dine-in is not operational and online orders have declined 50 to 70 percent. 

“And when the lockdown is lifted, the rebound is expected to be only gradual. This holds especially for Mumbai and Delhi NCR, which make up nearly half of the organised restaurant industry in India, but are red zones accounting for over 30 percent of the Covid-19 cases in India,” he said. 

The above statements are a mirror to what’s happening with the outlets and small shops falling under the unorganised category too. For them, the pain is further augmented by a large population of staff going back to their hometowns or villages, which is making serving the existing customers also difficult.  

Government must reform policies

Commenting on the rental issues, Anand said, “While larger players like McDonald's, Dominos have a bargaining power with unit rentals, the unorganized sector is reeling under the heavy load of paying rentals in spite of the lockdown, some even adjusting against their inventory. With the lack of knowledge of law or support from the government, clauses like Force Majeure have not provided any support to save the interests of the small Food Business Operators (FBO's).”

According to Anand, it's a sheer mockery that an industry that is one of the largest consumers of skilled, semi-skilled and unskilled staff in the country, has been given no relief and support from the Government.  “Even mild initiatives like a moratorium on rentals, Tax/Excise compliances or interest payments would have been welcomed,” he added. 

Sadly, the unorganised sector has become the ‘elephant in the room’, that is not being addressed by anyone, nor by the Government nor by the industry bodies. For the highly fragmented sector, the government must reform policies. 

However, in line with the evolving consumer preferences and increasing innovation by the organized formats, the industry has experienced a rapid shift towards the organised segment in the recent past. The shift is further fuelled by the foray of large global international brands into the organised foodservice sector. The share of the unorganised sector is forecasted to drop to 57 percent by 2022-23.

Festivals and celebrations are like excuses to savor upon good food, but not everyone can afford restaurant food. Moreover the body cannot intake restaurant food on daily basis. India’s heart lays in street food the spicy, tangy and oily fast food, which comes in cheaper rates.

A report produced by Research and Markets say that Indian fast food market is expected to grow at a CAGR of 18% by 2020 due to changing consumer behavior and demography.

Fast food market in India is expected to be worth US$ 27.57 billion by 2020.

About 10% of the fast food market in India is organized. NOVONOUS estimates that the organized fast food market in India is expected to grow at a CAGR of 27% by 2020.

In the shortcut life, we hardly have time to waste in taking long routes, compromising quality with quantity or inviting free diseases. To avoid all congestions, we choose to stay indoors, away from traffic, unhygienic street food vendors making unhealthy street food.

This is the reason why technology has taken a great part in enhancing India’s street food business, which is helping a lot of street food startups to erect their business model.

Here are some technological advances, which has linked foodies to street food startups:

Food apps:

Smartphone revolution has been proved as a boon for the street food startup companies. The app culture has helped these street food startups in managing the business as well as to keep a track of their progress.

Foodies can order and pay through app, without waiting in long queues and the best part is they can enjoy their favourite street food in the comfort of their home.

Startups can keep a check on their rivals as well as on the rise and fall in number of customers without getting lost in the sea of street food vendors.

Reviews and Stars:

There are options of reviewing the quality and service of the food through app but there are renowned websites and channels, dedicated to review the food. This helps a lot in gaining credibility and attracting some customers or business space in other cities.

Reviews and stars work as instant feedback. One can further work on the wet patches or leave it as it is to spoil the reputation forever.

Most tourists and travelers read the reviews and check stars for the particular street food before hitting the order button. Moreover these options help customer to get connected with the company if they get to make little changes as per their taste. Taste is a thing, which varies from person to person.

Know About Opportunities:

There are various societies or communities dedicated wholly and solely for street food startups, which organize street food festivals in different states and cities.

If you link your startup with them or join in with them, then you too can take the advantage of participating in street food festivals, where in come a huge crowd, investors, popular chefs and channels.

It gives scope for great coverage, attract investors, and keep you ahead in the game and a guarantee of strong fan base.

Linkups and Breakups:

There are many companies, who offer space on their websites or web pages to those who want to get linked with them in more than one ways.

These spaces are available on rent, where the startups can display an advertisement picture or video, to garner the audiences’ attention, especially the news sites or business sites or any site, which is being frequently checked or where the traffic is always high.

For example if a renowned company wants to through a party for its employees or want to gift vouchers or coupons for any festival, then your connection with them will help your business to reach out to many.

Moreover when you get news of any of your rival breaking up their links with any renowned companies, you can push your best leg forward to occupy that space to your benefit.

Indian ‘Zaika’

In a country like India where the taste and flavour changes with demography and cities, food has created a live journey in Indian history. India has a rich palate and its food shows the maximum variation just like its heritage. The street food in this country is often spicy and worth tasting. People of India and from abroad travel distances to tantalise their taste-buds with mouthful of Indian ‘zaika’.

Yum street food

When people talk about scrumptious street food, one cannot forget a wide variety of gastronomic delights that are available on the Indian streets at a reasonable price. Despite the mushrooming of lavish restaurants and food courts, foodies ranging from all economic strata take pleasure in trying out the road-side delicacies.

India has more than five million street vendors, who sell delicious regional and local cuisine. However, there have often been concerns about the manner in which street food is handled, cooked or stored.

According to a media report:  “The Food Safety and Standards Authority of India is working with the National Association of Street Vendors in India (NASVI), an umbrella organization of tens of thousands of street vendors from 23 states, to train pavement chefs in hygiene and create eight safe street food zones in popular areas like Karolbagh, Chandni Chowk, Paharganj, Nizamuddin railway station, Sarojini Nagar and New Delhi railway station. Some vendors were also sent to the World Streetfood Congress in Singapore earlier this year to learn about hygiene and food safety.”

Let’s have a look at the delicious street foods those no one is embarrassed of picking up a quick bite while they are out.

Puchka (Gol gappe): Gol Gappe, also called Pani Puri is most demanded street food in India especially in North Indian states. The food is flavoured and spiced, water filled in varieties of forms with different stuffing which looks like a mini-balloons that bursts in to your mouth.

Vada Pav: Vada Pav or the Indian burger is becoming one of the most favourite fast foods among Indians, especially in Maharashtra from where it hails its origin. Made up of potato fritters and unsweetened bread the preparation is also known as batata vada in the capital of Maharashtra. This street food is becoming a hit in the country by the entrepreneur and restaurateur, Dheeraj Gupta, who started the famous restaurant chain Jumboking offering Vada Pav.

Dosa: Dosa is a common breakfast for most of the people. It is sort of pancake made from rice batter and black lentils. The fast food is not only found in India but is prevalent in Sri Lanka, Malaysia and Singapore as well. One of the best places to get tasty Dosa is Vidyarthi Bhavan at Basavanagudi in Bangalore.  According to a media report, once a mayor of London visited Vidyarthi Bhavan and liked its Dosa so much that he invited them to open a branch in London as well.

Kati Roll: A street food that originated in Kolkata has now become one of the most wanted fast foods among youngsters. The original form was Kati Kebab, in which kebab is enclosed in a paratha. This form underwent many variations and all forms are now sold under the name of Kati Roll. Nizam's Restaurant in New Market Area of Kolkata is the birthplace and the best place to get Kati Roll.

Kabab: Favourite of all non-vegetarian lovers, Kebabs are the innovation of Middle East that penetrated almost every household of India. It is traditionally made with sliced meat. The most well cooked kebabs are found in Tunday Kebabi on Naaz Cinema Road in Aminabad, Lucknow. It has a special family recipe passed down over generations for over 100 years.