Haldiram’s has just opened its first London location, where the enthusiasm of the Indian food connoisseurs has been overwhelming.
From the moment the new outlet opened in Leicester Square, there were long queues of people greeting it, and they were all waiting to enjoy their favourite Indian sweets, snacks and meals.
Immediately after the launch, a video of the masses waiting outside the store went viral on social media, making the event a social media sensation, NDTV reported.
The outlet, which is Haldiram’s first official retail outlet in London, has attracted enthusiastic pedestrian traffic, especially from the Indian community throughout the UK.
One Instagram user with the handle views.we.explore, who posted the viral clip, wrote, “Every desi had the same plan this weekend.” The opening was a very exciting event, with hundreds of people waiting in line to try a taste of home that they are familiar with.
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A taste of India in the heart of London
Haldiram’s is synonymous with a sense of nostalgia for many Indians who are working overseas. From its variety of bhujia, namkeen, sweets, chaats and North Indian delicacies, it has always been a sign of festivities, family events and indulgent comfort food.
Customers at the London outlet were spotted collecting popular favourites like chole bhature, traditional mithai and packed snacks. People have sent in pictures and videos from the shop, and they were all very happy to finally have an official Haldiram’s outlet in the heart of London.
The opening also coincides with increasing interest in authentic Indian cuisine in the UK, with the Indian diaspora in the UK still growing and the demand for familiar flavours ever increasing.
Reactions go viral on social media
There were thousands of reactions online at the launch. Multiple users made jokes about the long lines outside the outlet, noting that the lines were similar to those formed during major product launches in India; some users even stated that the wait was worthwhile for authentic Indian food.
“That must be a ton of money these guys make these days,” said one social media user. Another wrote, “Indians in London find the perfect weekend getaway.
There were mixed reviews, with some saying it was the perfect spot for authentic Indian food, while others said that the food tasted like frozen food.
Haldiram’s products have been in the UK supermarkets for a long time, and in 2016 the company opened a factory in the UK, in Leicester Square, but it is its first official London outlet. The launch signifies yet another step in the brand’s internationalization efforts.
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FAQs
Q1: Where is Haldiram’s first official London store located?
It is located in Leicester Square, London.
Q2: Why did Haldiram’s London launch go viral?
A social media video showing long queues outside the new store quickly gained widespread attention online.