A new controversy is brewing in the United States, where Indian-origin shoppers are being targeted online following a series of viral videos from retail stores like Costco.
The issue began after clips circulating on social media showed crowded stores in Texas, with many users claiming that “Costcos are 90% Indian.” These posts quickly triggered a wave of anti-immigrant comments and “invasion” narratives, especially from sections aligned with right-wing groups.
From Jobs to Grocery Stores
Indian-Americans have long faced criticism in areas like jobs and housing, but this time, the backlash has taken a new turn; everyday activities like grocery shopping have become the focus.
What started as a sarcastic post comparing a Texas Costco to “New Delhi” soon escalated into a broader online attack, with users questioning immigration policies and blaming Indians for economic and social changes.
Some posts even accused Indian families of “taking over” neighborhoods, linking their presence to rising housing prices and job competition.
‘Invasion’ Narrative Raises Concerns
The language used in many of these posts has raised serious concerns. Terms like “invasion” and claims about Indians “changing the culture” reflect a growing wave of xenophobia and misinformation.
Experts say such narratives are not new, but their spread through viral videos is making them more visible and potentially more harmful.
Reality vs Rhetoric
While the online rhetoric appears aggressive, data shows that the growth of Indian-origin communities in places like Frisco, Texas, is part of broader demographic changes. In fact, Indians and other Asians now make up a significant portion of the population in some areas.
Members of the Indian-American community argue that they are contributing positively by buying homes, paying taxes, and supporting local economies.
Growing Divide
However, the issue has gone beyond social media. Reports suggest that local meetings and public discussions in some US cities have turned tense, with heated exchanges between Indian-origin residents and others.
Since early 2026, targeted criticism against Indians in regions like Frisco and Plano has reportedly increased, reflecting a deeper social divide.
A Warning Sign
This latest episode highlights how quickly online narratives can turn into real-world tension.
For many observers, it is a reminder that debates around immigration, economy, and identity in the US are becoming increasingly polarised; and communities like Indian-Americans are often caught in the middle.
While the videos may appear trivial at first glance, the reactions they have triggered point to a larger and more complex issue unfolding beneath the surface.