How a Puducherry FIFA jersey seller went viral on social media

Selvi Amma, popularly known as Lakshmi Amma on social media, has become an internet sensation for her unique way of selling football jerseys.

Her videos, where she cheerfully pronounces football stars’ names in her own style, have earned millions of views and transformed her small shop in Puducherry into a destination for customers from across India and abroad.

For many online users, she is the woman who made Argentine captain Lionel Messi “Lassi”, calls Spain's Lamine Yamal "Lakshmi Amma", and former England footballer David Beckham "BCom". But behind the viral videos is a story of perseverance, hardship and determination.

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Football fever has gripped fans around the world as the FIFA World Cup 2026 is currently underway in USA, Canada and Mexico, and amid the excitement, Selvi Amma has emerged as an unlikely social media star. What began as a simple sales video soon turned into a viral phenomenon, with viewers drawn to her natural personality and innocence.

Viral fame

For football fans, names such as Lionel Messi, Paulo Dybala and Cristiano Ronaldo represent some of the greatest players in the sport. For Selvi Amma, they are also the jerseys that help bring customers to her store.

Her videos quickly spread across Instagram, attracting viewers from different age groups. As her popularity grew, customers began travelling to meet her in person.

“People from Kerala, Bangalore, Singapore, France and many places supported me. I never expected people to like what I say so much,” Selvi Amma said.

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Her growing popularity even caught the attention of former Indian cricketer Ravichandran Ashwin, who mentioned her viral videos on his YouTube channel and described them as entertaining.

Years of struggle

While social media brought recognition, Selvi Amma’s success story began long before her videos went viral.

She lost her parents at a young age and faced another major setback when her husband left her shortly after the birth of their son.

“My husband left when my child was just six months old. I came back with my baby. I kept thinking about how I would raise him and give him a good future,” she said. “I had my child with me. I wanted to live for my child. Whatever difficulties came, I had to face them because my child needed me.”

Determined to build a better future, Selvi Amma worked hard to support her son and ensure he received an education. Her efforts eventually paid off when he secured a government job on merit.

Starting small

Before entering the clothing business, Selvi Amma worked in physically demanding jobs. As she grew older, she realised she needed a more sustainable source of income.

“Earlier, I used to do physical work. But as I grew older, it became difficult. So I started buying small quantities of clothes and selling them from my home,” she said. “I started with around 50 trousers and some shirts. Neighbours, friends and people around me started buying. Slowly, I realised this could become a proper business.”

What started as a modest home-based venture gradually evolved into a retail shop. Today, customers often visit not only to buy clothes but also to meet the woman they have seen online.

“I started this shop when I was 51. It has been three years now. My son and my family support me. I buy stock and sell it at affordable prices,” she said.

Social media boost

The biggest turning point in her business came through social media.

Without professional equipment or marketing support, Selvi Amma began creating videos on Instagram. Her natural style and authenticity quickly resonated with viewers.

“I don’t know how to make the perfect videos. I just speak naturally. People told me, don’t change, speak the way you speak. That is what people like,” she said. “I never expected this much love. People from different places started calling me, visiting my shop and supporting me.”

Her distinctive way of promoting jerseys soon became her strongest marketing tool, helping her attract customers from across regions.

Giving back

Despite her growing popularity, Selvi Amma says she remains committed to keeping her products affordable.

“I don’t want people to struggle to buy clothes. My shirts start at Rs 350. I keep different sizes, from M to 4XL, because everyone should be able to buy,” she said.

She also tries to support students whenever possible.

“Many students come here. Sometimes they don’t have enough money. If they are short by Rupees 50, I help them because education is important,” she said.

Her journey reflects how small businesses are increasingly using social media to reach customers in new ways. While the internet may have noticed her because of the way she says “Lassi”, her success is rooted in resilience, hard work and an unwavering commitment to building a better life.

Today, Selvi Amma has not only built a successful business but also created an identity that resonates with millions of people online.