PM Modi tastes Bengal’s jhalmuri:Street vendors dominate ‘recession-proof’ snack in India giving tough fight to Haldiram’s Bikaji

The jhalmuri shop in West Bengal, where Prime Minister Narendra Modi tasted the popular Bengali spicy puffed rice snack, apparently saw a massive surge in sales as long queues were seen in front of that shop in the footage that went viral on social media. Several food bloggers reached the jhalmuri shop located in the Jhargram district of West Bengal and shared clips of locals attempting to taste the savouryfrom the same shop where PM Modi has bought. PM Modi tastes Bengal’s jhalmuri During the West Bengal assembly election campaign, PM Modi had stopped by the local street shop in the Jhargram district and ordered the shopkeeper to give jhalmuri without mixing salt. He paid ₹10 for the snack. The stall owner’s name with whom PM Modi interacted is Bikram Sau. He belongs from Gaya in Bihar. Jhalmuri is not just a snack in India, its an emotion. If you walk through the streets of Kolkata or any town in West Bengal, you will see a lot of street vendors selling this savoury to every passerby. While it looks like a simple mix of puffed rice (muri), mustard oil, and spices, it is actually a massive business that feeds lakhs and supports countless families. Did you know? Jhalmuri was ‘survival snack’ for British soldiers during WW II The roots of the origin of jhalmuri can be traced back to World War II. In the 1940s, Kolkata (then Calcutta) was a major base for British and American soldiers. During this time, many people from Bihar and Uttar Pradesh moved to the city in search of work. They needed a snack that was cheap, quick to make, and didn’t require kitchen equipment. These migrant workers started mixing puffed rice with whatever they had be it spices, oil, or onions. What started as a ‘survival snack’ for workers soon became a favorite for everyone, from British soldiers to local students. Organised vs unorganised market: Unorganized Market: The vast majority of India’s Jhalmuri industry belongs to the thela-wallas. Since Jhalmuri tastes best fresh, people prefer buying it from a local vendor rather than a plastic packet. India has lakhs of street food vendors, making the turnover of this unorganised market in crores of rupees. Organized Market: In recent years, big companies like Haldiram’s or Bikaji have put packaged jhalmuri products on shelves. However, they struggle to beat the authentic street taste that people get on the streets. An organised market refers to big corporates with brands and packets, and an unorganised market refers to street vendors and local shops. A single popular Jhalmuri vendor in a busy area like a railway station or a park can sell several cones a day. The average price of a cone is ₹20. Where is Jhalmuri most famous? West Bengal: This is the heart of the industry. Kolkata is the capital of jhalmuri. Bihar Odisha: These states have their own versions, often using different types of oils or mixtures. Tripura Jharkhand: Due to their closeness to Bengal, Jhalmuri is a staple daily snack here as well. Jhalmuri is recession-proof: The business of Jhalmuri is recession-proof. Whether the economy is up or down, people will always have ₹10 for a spicy snack. It is slightly healthy and oil-free (mostly). Have you heard of ‘British Jhalmuri’? Today, jhalmuri has even reached London and New York, where ‘British Jhalmuri’ stalls catch eyeballs.