A humble eatery in Mumbai’s Chembur neighbourhood, ‘Delhi Se’, has seen an exponential rise in its daily sales, now serving approximately 2,000 plates of its signature chole bhature each day. The restaurant, which gained significant traction after being recommended by actress Anushka Sharma as a favourite of her husband, cricketer Virat Kohli, has become a destination for those seeking authentic Delhi-style flavours in the city.
From Debt to Delicacies: The Unlikely Success Story of Delhi Se
The journey of Delhi Se is a testament to resilience and a swift pivot from a struggling events and production business to a thriving food venture. Brothers Jaspal and Mahinder Singh Khalsa, who previously managed a large-scale events business that was severely impacted by the COVID-19 pandemic, found themselves in significant debt. Facing the prospect of closing their establishment, they turned to the food industry as a last resort.
The brothers, who did not have prior experience in culinary arts, were inspired by the universal craving for authentic Delhi-style chole bhature, a dish deeply associated with their hometown. This inspiration, coupled with a desperate need to revive their financial situation, led to the inception of Delhi Se. The restaurant’s opening was swiftly followed by an overwhelming response, transforming their fortunes in a remarkably short period.
The ‘Virushka’ Effect: Celebrity Endorsement Drives Demand
The turning point for Delhi Se came when Anushka Sharma shared an Instagram story highlighting her successful search for authentic Delhi-style chole bhature for Virat Kohli in Mumbai. Sharma expressed her joy in finding a taste that reminded her husband of his hometown, a sentiment that resonated widely with fans and food enthusiasts alike. This endorsement, often referred to as the ‘Virushka’ effect, propelled the restaurant into the spotlight, leading to long queues and a surge in demand.
Following the celebrity endorsement, Delhi Se experienced a dramatic increase in footfall, prompting the owners to expand their operations. They relocated to a larger premises opposite their original location and subsequently opened additional outlets in Mulund and Andheri, with plans for a Vashi outlet in the works. This rapid expansion underscores the significant impact of celebrity patronage on the growth of small businesses.
Culinary Authenticity and Customer Experience
Delhi Se prides itself on offering authentic North Indian cuisine, with its chole bhature being the flagship dish. The fluffy bhature paired with flavourful, perfectly spiced chole have garnered widespread praise, capturing the essence of Delhi’s street food. Other popular items on the menu include Amritsari Kulcha, Rajma Chawal, and various chaat items, all prepared with a focus on quality ingredients and traditional recipes.
Despite its culinary success, the restaurant has faced challenges related to its popularity, including long waiting times and limited seating, issues often associated with highly sought-after eateries. Customer reviews frequently mention the deliciousness of the food, particularly the chole bhature, while some also note the challenges of parking and the bustling atmosphere due to high demand. Nevertheless, the overwhelming sentiment remains positive, with many customers returning for the authentic taste and hearty portions.
The restaurant’s commitment to delivering a genuine taste of Delhi has cemented its reputation as a must-visit destination for food lovers in Mumbai. The narrative of Delhi Se serves as a compelling case study of how a combination of authentic flavours, strategic business adaptation, and influential endorsements can transform a struggling enterprise into a culinary success story.
The Chenab Times News Desk