Haldiram's launched its inaugural UK outlet in London's Leicester Square, drawing huge crowds for chole bhature, bhujia and traditional sweets. Viral videos of the long lines have amplified the brand's impact across social media.

मुख्य बिंदु (Key Takeaways)

  • Haldiram's opened its first UK retail outlet in London
  • Massive queues formed for chole bhature, bhujia and sweets
  • The launch boosts the brand's global expansion strategy

In July 2026, Haldiram's inaugurated its first UK retail store at the iconic Leicester Square, instantly becoming a magnet for Indian food lovers. Shoppers lined up for the brand’s signature chole bhature, crunchy bhujia and an array of sweets, with the sight captured and shared across Instagram and TikTok.

Social Media Buzz

An Instagram user posted a video captioned, “POV: Haldiram's first outlet in London and every Indian here has the same weekend plan.” The clip racked up millions of views, prompting the brand to reply, “Delhi called. Leicester Square answered.” Hashtags like #CholeBhatureMadness and #MustGoThere trended, while many urged followers to try the “Khatta Meetha” range.

Mixed Reactions and Criticism

Not all commentary was glowing. One critic quipped, “Good. Nobody in India wants to eat their palm‑oil‑drenched chole bhaturas any more, so they ship them to London.” Others suggested the crowd reflected a lack of alternative attractions in the city. Nevertheless, the debate underscores how Indian consumers are now seeking familiar flavors on a global stage.

Haldiram's Global Footprint

Founded in 1937 by Ganga Bhishen Agarwal in Bikaner, Rajasthan, Haldiram's has evolved from a modest sweet shop into one of India’s most recognizable snack brands, exporting to over 30 countries. While its products have been available in UK supermarkets for years and a manufacturing plant was set up in 2016, the Leicester Square store marks the brand’s first official retail presence in the capital.

Implications for the Future

The overwhelming response suggests a strong, ready‑made customer base in the UK eager for authentic Indian flavors. If the momentum continues, Haldiram's could replicate this model in other European hubs, turning the queue culture into a strategic asset for global brand growth.