New kova bun controversy ends in tragedy, trader dies

Sheikh Bhasha, a small trader dies of heart attack due to stress and humiliation

Metro India News | Hyderabad 

What began as a viral controversy over a Rs.10 kova bun at the Medaram Jatara ended tragically when Sheikh Bhasha, a key earning member of a small trader’s family, died of a heart attack, reportedly due to stress and humiliation from social media scrutiny and false allegations.

For families like Sheikh Shavali’s, selling kova buns at jatara venues is their primary livelihood. This year, the Medaram Jatara — normally a source of celebration and income — turned disastrous. Sheikh Shavali, a trader from Kurnool, Andhra Pradesh, sold buns at thin margins, relying on bulk sales to cover annual household expenses, including children’s education and medical needs.

The controversy began when a Telugu YouTube channel released videos alleging the buns were adulterated, framing it as “food jihad” and sparking communal tension. Traders, including Sheikh Shavali, were confronted publicly and pressured on camera to prove the buns’ safety. Shavali reportedly ate a bun himself under duress, but the incident left him humiliated. Vandals damaged his cart, causing losses estimated at Rs.1 lakh.

The family insists they use only fresh buffalo milk and sugar, following methods passed down for nearly 80 years. Still, fear and social stigma forced Shavali to stop work for days, and viral videos caused the business to collapse. Rumours and harassment prevented the family from attending subsequent fairs, affecting their income severely.

The incident drew widespread condemnation. Andhra Pradesh Minister Nara Lokesh expressed solidarity, while MLC Nagababu provided Rs.25,000. Ministers K. Atchannaidu and Kollu Ravindra, MP Asaduddin Owaisi, TDP leader Paritala Sriram, and social activists extended support. Hashtags like #HungerHasNoReligion trended, criticizing the communal framing of the incident.

Critics also pointed out the disparity in public outrage, noting that while a small trader faced vilification, large-scale GST evasion in restaurants — worth thousands of crores — received limited attention. Investigations revealed unrecorded sales nationwide potentially reaching Rs.70,000 crore.

For the family, the impact goes far beyond the incident. Seasonal jatara income sustained their livelihoods across Medaram, Kondagattu, Komuravelli, and Srisailam. Now, fear prevents them from setting up stalls, leaving daily expenses and children’s education uncertain.

What started as a viral video over a Rs.10 kova bun ended in a life-altering tragedy — and a death — for a small trader’s family, highlighting the dangers of social media vigilantism, communal targeting, and misplaced public outrage.