10 crore + searches for Jhal muri, bhabra bhaja by netizens after Modi’s mention
The Statesman | 23 April 2026
Prime Minister Narendra Modi, known for his strong social media presence and mass appeal, has once again demonstrated his influence in promoting regional culture. During his ongoing election campaign in West Bengal, traditional street foods such as jhal muri (spicy puffed rice snack) from Jhargram and bhabra bhaja (a chickpea flour fritter) from Purulia, have witnessed a sharp surge in popularity.
Jhal muri has reportedly crossed 10 crore searches on Google, while food enthusiasts from across the country are actively looking up bhabra bhaja.
While addressing a rally in Purulia on 19 April, the Prime Minister said that people in the district would celebrate victory on 4 May by eating bhabra bhaja, calling it a traditional delicacy of the region. Later that day, after campaigning in Jhargram, he stopped at a local stall near Jhargram Raj College More, where he had jhal muri, paid Rs 10 and briefly interacted with the vendor.
The incident has transformed the life of Vikram Kumar Shaw, the vendor, who has since become an overnight sensation. Hundreds of YouTubers have visited his modest stall to capture videos and interviews, while his name and shop have been widely searched online. Shaw, originally from Gaya in Bihar, has been receiving thousands of phone calls from across the country, with people enquiring about his interaction with the Prime Minister and the secret spices in his recipe. Overwhelmed by the sudden attention, he has stopped answering calls, while his elderly parents and wife now assist him at the stall to manage the increasing crowds.
Social media platforms have also seen a surge of interest. One user on X wrote that many people were previously unaware of bhabra bhaja due to the region’s neglect, but the Prime Minister’s mention has brought it into the spotlight. Another user said that such speeches are helping people learn more about the heritage and traditions of West Bengal.
The renewed attention has also benefited local businesses. Suman Mahato, who runs a shop at Goshala More in Purulia, said that sales have increased significantly over the past two days, along with a rise in enquiries from other states. He is now considering expanding his business through online sales to meet growing demand.
Describing the snack, Mahato said bhabra bhaja is made primarily of besan (chickpea flour), kalo jeera (black cumin), salt and other basic ingredients, resulting in a soft, fluffy fritter with a distinct fried flavour.
The growing interest has drawn reactions from across the country and even abroad. Sumanta Biswas, a former student of zilla school now settled in Dublin, said he fondly remembers having the snack during his school days and misses the street food culture of Bengal.
Jyotirmoy Singh Mahato, MP of Purulia, said the district is grateful for the attention the traditional snack has received. He added that with proper packaging, preservation and authentic preparation, Bhabra Bhaja has the potential to emerge as a global culinary product.