No ads, just paranthas: This Haryana dhaba serves 10,000 daily, ‘earns Rs 100 crore annually’

A humble dhaba in Murthal, Haryana, has quietly transformed into a Rs 100-crore empire, one parantha at a time.

According to a recent video by Instagram creator Rocky Saggoo Capital, known for his content on business and real estate, Amrik Sukhdev on NH-44 now employs around 500 people and operates with remarkable efficiency – thanks to nearly 150 tables and a 45-minute average customer turnover time.

Open 24/7, the restaurant is always buzzing with college students on a midnight drive, families on weekend getaways or travellers looking for their fix of buttery parathas. With footfalls ranging from 5,000 to 10,000 visitors daily, it is no surprise that the eatery reportedly rakes in close to Rs 100 crore in annual revenue.

Rocky also mentioned that in 1956, Sardar Prakash Singh started a small dhaba to serve meals like dal, roti, sabzi and chawal to passing truck drivers. They would sit on charpais (cots) in the open air.

In 1990, his sons, Amrik and Sukhdev, joined the business and decided to bring a more structured approach to operations. They expanded the menu. Now, the restaurant also serves South South Indian options.

In his video, Rocky identified three core reasons behind Amrik Sukhdev’s rise.

• Early on, the dhaba built trust. They used to offer free or discounted meals to truck drivers and cabbies. This helped turn them into loyal customers.
• Even today, the owners personally taste-test new dishes before they are added to the menu. This practice shows their continued involvement and effort in maintaining quality.
• The restaurant relies on word-of-mouth. Despite its success, the business never focused on advertising.

Meanwhile, Amrik Sukhdev achieved global recognition by earning a spot on TasteAtlas’ list of the ‘100 Most Iconic Restaurants in the World’ in January this year.