NEW BRUNSWICK -- A city man who videotaped a woman making bigoted comments at a Sears store said employees should have removed her from the department store.

Simoni Lovano, 27, of New Brunswick, said he recorded the video Sunday at the department store at 51 US-1. In it, a woman can be heard making bigoted comments against an Indian employee and a Latino family, who she assumes are of Indian descent, Lovano said.

"Send them back to their own f---ing country," the unidentified woman can be heard saying.

WARNING: Video includes profanities and strong language.

The woman was upset because the family was using coupons, which made the wait in the checkout line longer, Lovano said. He said the woman was right to be frustrated with the lack of open cash registers, considering it took about 20 minutes to process the family's coupons.

Lovano said he started recording, however, when the woman began to blame the customers. She thought the family was receiving preferential treatment because she assumed they were Indian, he said.

In the minute-and-a-half video, the woman can be heard saying, "You got an Indian waiting on an Indian, that's what it is."

"They're not Indian," someone said to her.

"I don't know what the hell they are ... " the woman starts to respond.

"That has nothing to do with anything," another person said.

Lovano, whose family moved to the U.S. from Sicily when he was a few years old, said Sears employees should have kicked the woman out of the store.

Messages left with Sears' corporate communications team were not returned Wednesday morning.

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Lovano, who works at a biotechnology company in North Brunswick, said he hopes the video becomes viral so he can monetize it to raise money for social justice organizations that advocate for immigrants.

"My mom is actually a very active [coupon user]," he said. "So when I was looking at this family, I thought about the fact that this could be my mom."

Lovano said he felt guilty for not standing up for the family at the time. He said he is glad he captured the incident on video, however, because "this is something that is happening right here in New Brunswick, New Jersey, a very diverse area."

"This is not in the backwaters of Tennessee," he said. "This is here."

Luke Nozicka may be reached at lnozicka@njadvancemedia.com. Follow him on Twitter @lukenozicka. Find NJ.com on Facebook.