Samosa Singh aims to expand in 100-plus cloud kitchens by 2020-end

Targeting India’s massive food market, estimated to cross $540 billion by 2020, the brand has emerged as a leading player in the ‘indulgent snacks’ category.
  • Vaishnavi Gupta Features Writer
Samosa Singh

Indian snacking startup Samosa Singh is aiming to expand in 100-plus cloud kitchens by end of 2020. Currently, it operates in Bengaluru and Hyderabad, with plans to establish and consolidate its presence in South India.

Since its founding, Samosa Singh has partnered with leading national brands such as INOX, PVR Cinemas, and Café Coffee Day, among others. In 2019, the startup entered into strategic partnerships with multinational retailers for the launch of its ready-to-eat and ready-to-cook samosa ranges. Recently, it opened the flagship outlet at Bangalore International Airport. 

The brand has recently raised a total of $2.7 million in a Series A funding round led by SHE Capital, along with continued participation from follow-on investors Fireside Ventures. The funding round also saw participation from early-stage fund Equanimity Investments, Japan-based AET Fund, and the AL Trust.

This amount will enable the Bengaluru-based brand to scale up its operations, increase its production capabilities, and expand in multi-cities, while also allowing it to enter the households through their quick delivery via the cloud kitchen model. Samosa Singh was founded in 2016, with the objective of reinventing the king of Indian snacks, the samosa, and presenting it to customers in new and exciting ways. By elevating the familiar joyful experience, Samosa Singh has helped the preferred local snack come a long way from its humble street food origins.

Targeting India’s massive food market, estimated to cross $540 billion by 2020, the brand has emerged as a leading player in the ‘indulgent snacks’ category. Over 100,000 man-hours of R&D have resulted in samosas that are 56 percent lower in fat than their traditional counterparts. Among the brand’s unique offerings are the kadai paneer samosa, the achaari murg samosa, and their trademark chocolate samosa, the Chocossa.

Shikhar Veer Singh, Co-Founder & CEO, Samosa Singh, said, “Passion for our product drives everything we do, and we’re thrilled to have found a set of partners whose ideals align with ours. Their backing and experience will allow us to expand our presence pan-India and increase our production capacity manifold, enabling samosa lovers across the country to experience the change.”

Nidhi Singh, Co-Founder & COO, Samosa Singh, stated, “Samosa Singh was born from a simple realisation in India, leisure time and snack foods are both inextricably linked to the country’s cultural fabric. And what food better exemplifies our country than the versatile samosa. Through Samosa Singh we’ve found a way to strengthen this bond, and by positioning ourselves as leaders in the underpenetrated and fragmented gourmet snack market are poised for immense growth.”

Anisha Singh, Founding Partner of She capital, added, “She Capital was created with a vision to empower & enable high-growth women-led businesses in the country. As our first investment, Samosa Singh led by Nidhi is a great embodiment of this vision. What excited us about them is the unique insights & innovation that Nidhi & Shikhar bring to one of the most consumed snacks in the country. Building on technology, scientific research & key consumer insights without diluting the experience or quality for end-users is what makes this brand a great bet. We’re excited to partner with them as we make Samosa Singh a household name.”

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