The ruse of using the Hindu Shuffle to apparently show different cards, but secretly showing the same card repeatedly was included in a color-changing deck routine by Tom Bowyer and Sid Lorraine in The Sphinx, Vol. 34 No. 8, Oct. 1935, p. 213. Bowyer doesn't claim credit and admits that it's been published before, but can't recall where.
The technique was later used with the faces to apparently show many duplicate cards in Jack Chanin's “Seven in One” card routine from Further Adventures of the Seven in One, 1938, p. 11. Advertisements for Chanin's booklet began appearing in April of 1938 (see The Linking Ring, Vol. 28 No. 2, Apr. 1938, p. 142). The following month, Harris Solomon suggested the same ploy in his trick “Nomolos” in The Jinx, No. 44, May 1938, pp. 301 & 303.
Also see Flushtration Count.