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In January this year, Amrik Sukhdev earned a spot on TasteAtlas’ list of the ‘100 Most Iconic Restaurants in the World’.
Amrik Sukhdev located on NH-44 in Haryana’s Murthal. (Representative Image)
“Chalo aaj Murthal chalte hai Amrik Sukhdev ke parathe khane.” If you live in Delhi-NCR, chances are you have heard this line more than once. For many, it starts as a casual suggestion among friends and soon turns into an impromptu late-night drive to Haryana’s Murthal just to taste the parathas at the iconic Amrik Sukhdev.
The restaurant, located on NH-44, has become more than just a food stop. It holds a certain identity for the region. Over the years, Amrik Sukhdev has turned into a go-to destination for people of all ages. Every day, thousands walk through its large, well-lit corridors to enjoy its parathas and a range of other dishes. And it doesn’t stop at just the daytime crowd. Even at night, the restaurant remains full with visitors.
Given the kind of footfall it receives, it is no surprise that the restaurant sees massive revenue. But what many may not know is that Amrik Sukhdev began as a small roadside dhaba.
Recently, an Instagram creator named Rocky Saggoo Capital, who posts content related to real estate and business, shared a video about the journey of Amrik Sukhdev. He spoke about the business model of the famous food joint and shared some numbers that caught attention.
According to him, the restaurant today makes close to Rs 100 crore in annual revenue. He added that Amrik Sukhdev serves anywhere between 5,000 to 10,000 customers daily. To handle this, they have a team of nearly 500 employees.
Rocky also looked into the history of the place. He mentioned that in 1956, Sardar Prakash Singh started a small dhaba in Murthal. Back then, the set-up was simple with a tent where basic meals like dal, roti, sabzi and chawal were served. The food was mainly for truck drivers who passed by the highway. They would sit on cots (charpais) and eat their meals in the open.
In 1990, his sons, Amrik and Sukhdev, joined the business. They began working with their father and decided to take the eatery forward with a more planned approach. Over time, the menu expanded. Now, the restaurant serves not just North Indian food but also South Indian options to cater to a wider customer base.
In his video, Rocky pointed out three key factors that helped Amrik Sukhdev grow over the years.
The first was how the owners built trust with early customers. They used to offer free or discounted food to truck drivers and cab drivers. This helped form a loyal customer base which later turned into regular visitors.
The second factor, as Rocky shared, is the family’s attention to taste. Even today, the owners make sure to taste each new dish before it is added to the menu. This practice shows their continued involvement and effort in maintaining food quality.
The third point was what Rocky described as “speed and scale.” The restaurant has around 150 tables and manages a turnaround time of about 45 minutes per customer. This allows them to serve nearly 9,000 customers daily. Despite its success, the business never focused on advertisements. Instead, it grew primarily through word-of-mouth.
Amrik Sukhdev isn’t just an icon in India but a global favourite too. In January this year, it earned a spot on TasteAtlas’ list of the ‘100 Most Iconic Restaurants in the World.’
A team of writers at News18.com bring you stories on what’s creating the buzz on the Internet while exploring science, cricket, tech, gender, Bollywood, and culture.
A team of writers at News18.com bring you stories on what’s creating the buzz on the Internet while exploring science, cricket, tech, gender, Bollywood, and culture.
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Delhi, India, India
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