Sheikh Shaiksha Vali from Kurnoo questioned by YouTubers over price and identity; locals and influencers come out in support of the victim vendor
HYDERABAD – A Muslim street vendor at the biennial tribal festival in Medaram village in Telangana has alleged harassment after a group of YouTubers accused him of “food jihad” and pressured him to eat his own products in public to prove they were safe.
The festival, Medaram Jatara or Sammakka Saralamma Jatara in Medaram village, is Asia’s largest tribal congregation. Traders from nearby districts and states set up temporary stalls during the event.
The incident earlier in the week involved Sheikh Shaiksha Vali from Kurnool in Andhra Pradesh. It has drawn widespread criticism on social media after a video of the confrontation went viral.
According to reports, a group associated with a YouTube channel called Tejaswi News approached Vali’s stall, where he was selling “khova bun”. They questioned the quality of the food and raised doubts about its low price.
In the video, a man identified as Balaji is heard saying that the bread packets did not display manufacturing and expiry dates. He said he had called the police helpline number 100 and that authorities should respond.
Vali told them that he was only a seller and that his employer supplied the goods. He said he did not know where the bread was made.
“They asked me how I could sell it for Rs 10 when others sell it for Rs 100,” Vali later told supporters. “I am a small vendor. I sell at the price given to me.”
The situation escalated when the YouTubers reportedly asked Vali to show his Aadhaar card to prove his identity. When he did not have it with him at the time, they expressed further suspicion.
They then asked him to eat the bun and khova in front of them to show that the food was not harmful.
Under pressure, Vali was seen in the video eating his own product.
A person present at the scene said, “He looked frightened. He kept saying he only sells what is supplied to him.”
The use of terms such as “food jihad” in the video has been criticised by many online, who say such labels unfairly target vendors based on their religion.
After the video circulated, many social media users came out in support of Vali. Influencers and locals reportedly visited his home and stall to show solidarity.
One influencer who shared a support video said, “This is not about food. It is about dignity. No one should be forced to prove their honesty in this way.”
Several local customers said they had been eating Vali’s “khova bun” for years without any problem.
A woman customer said, “I have been buying from him for a long time. I never faced any issue. The food is normal and affordable.”
Another regular customer said, “We have eaten this for years. There is nothing unsafe about it.”
A resident added, “There is no Hindu-Muslim divide here. We have lived together peacefully for years. This kind of targeting is not right.”
The incident has raised wider concerns about the use of labels such as “food jihad” and other similar terms against Muslim traders in different parts of the country.
Legal experts say that public accusations without evidence can damage livelihoods.
An advocate based in Hyderabad said, “If there are genuine concerns about food safety, there are legal authorities to check. Public shaming based on identity is not the answer.”
For Sheikh Shaiksha Vali, the immediate concern is continuing his small business without fear.
“I came here to earn honestly,” he said. “I never imagined I would be treated like this.”
As the debate continues online, many in Telangana argue that the focus should remain on fairness, lawful checks, and peaceful coexistence at public events such as Medaram Jatara.
