“Chalo aaj Murthal chalte hai Amrik Sukhdev ke parathe khane.” If you’re a Delhi-NCR resident, then it’s likely you’ve heard or uttered this sentence at least once. What starts as a spur-of-the-moment plan with friends oftentimes turns into one of those late-night drives to Haryana’s Murthal — all because of the now-fabled parathas at Amrik Sukhdev, a name which has become synonymous with highway grub.
Located on the busy NH-44, Amrik Sukhdev has transformed from a simple roadside dhaba into a culinary landmark. Open 24/7, the restaurant attracts thousands of visitors daily, from families and truck drivers to food bloggers and tourists. Its popularity and sheer scale of operations have turned it into one of India’s most successful food businesses.
Recently, social media content creator Rocky Saggoo Capital, who makes videos about real estate and business, shared a viral reel about the restaurant’s phenomenal expansion. In the video, he further claimed that Amrik Sukhdev generates close to ₹100 crore in annual revenue and serves between 5,000 to 10,000 customers daily, supported by a workforce of approximately 500 employees.
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Humble Origin in 1956 of Amrik Sukhdev
The venture began in 1956, when Sardar Prakash Singh opened a small dhaba in Murthal to offer meals such as dal, roti, sabzi, and chawal to truck drivers on the go. With a simple tent and charpais spread out under the stars, the restaurant became an integral pit stop for road travelers.
His sons, Amrik and Sukhdev, joined the business in 1990 and started to expand it. They diversified the menu and enhanced operations, transforming the restaurant into a formal restaurant that served not only truckers but a wider clientele, including city families.
The menu now includes everything from North Indian delicacies to South Indian fare — a draw for a diverse group of people.
Keys to Success: Trust, Taste & Turnaround
Rocky identified three salient reasons for Amrik Sukhdev’s phenomenal growth:
- Trust of Customers: The proprietors established loyalty early on by providing complimentary or reduced price meals for truck drivers and cab drivers, developing a reliable pool of repeat customers.
- Quality Control: Even now, the family taste checks new items before they are incorporated into the menu, maintaining consistency and quality.
- Speed and Scale: With almost 150 tables and a typical 45-minute turnaround time, the restaurant hosts up to 9,000 customers every day. Interestingly, this expansion was achieved without advertising, but through pure word-of-mouth.
TasteAtlas formally acknowledged Amrik Sukhdev’s international fame in January 2024 by naming it one of the ‘100 Most Iconic Restaurants in the World’.
From humble beginnings to a globally renowned food destination, Amrik Sukhdev’s success story illustrates a recipe for perfection, blending passion, tradition, and savvy business strategies seamlessly.
