A viral Instagram video showing an Indian man selling samosas on a London Underground train has left social media users divided, with reactions ranging from amusement to embarrassment. The video, which has garnered over 9.3 million views, features the owner of a London-based samosa outlet serving the popular Indian snack to passengers at the South Harrow Underground Station.
In the clip, the man — dressed in traditional Indian attire — is seen carrying a tray of hot samosas while confidently announcing, “People here are no longer going to eat croissants, they will eat Bihari’s samosas.” The video also includes scenes of the samosas being freshly prepared in a kitchen before being taken onto a nearly empty train, where they are served with mint and imli chutneys.
Promotional video, not regular train vending
The man featured in the video is reportedly the owner of Ghantawala Bihari Samosa, a samosa restaurant operating in the UK capital. Observers noted that all the customers shown in the video appear to be Indian, suggesting the clip was staged as a promotional reel rather than an actual attempt to sell food to random commuters.
Food vending is generally not permitted on London Underground trains, further indicating that the video was likely shot under controlled circumstances for social media marketing rather than real-time sales.
Social media reactions turn critical
While the video amused many viewers, it also attracted sharp criticism. Several users expressed discomfort, calling the act embarrassing and worrying about how it reflected on Indians abroad. Comments such as “Please tell me it’s AI,” and “Don’t ruin India’s respect for sales,” were widely shared under the post.
Some viewers felt the portrayal leaned into stereotypes and questioned whether such content helped or harmed the perception of Indian culture in international spaces.
Others welcome the idea with humour
Not all reactions were negative. A section of users found the concept creative and humorous. “Reverse colonisation,” one user joked, while another commented, “Imagine if samosas actually replaced croissants.” Some food lovers outside the UK even expressed interest in trying similar concepts in cities like Dubai.
Food, identity and online performance
The viral moment highlights how Indian food continues to travel globally, but also raises questions about representation, dignity and performative marketing in the age of social media. As Indian cuisine gains popularity worldwide, the way it is presented often sparks debate — especially when tradition, humour and commercial promotion intersect.
Whether viewed as clever branding or uncomfortable spectacle, the video has undeniably succeeded in starting a conversation far beyond the Tube platform it was filmed on.