Amrik Sukhdev Ke Parathe: How late-night cravings built a Rs 100-crore annual business

Earlier January, Amrik Sukhdev earned a spot on TasteAtlas’ list of the ‘100 Most Iconic Restaurants in the World.’

If you're from Delhi-NCR, chances are you've heard this familiar line: “Let’s go to Murthal for parathas at Amrik Sukhdev.” What often begins as a casual suggestion among friends quickly turns into a spontaneous drive to Haryana’s Murthal, all for the legendary parathas served at this iconic eatery.

Located along National Highway 44, Amrik Sukhdev has transformed from a simple food stop into an iconic landmark. It's not just a restaurant—it’s an experience that attracts people across age groups. On any given day, thousands of customers pass through its expansive, brightly lit space to enjoy not just parathas, but a variety of other Indian dishes. Even during the late hours, the place buzzes with activity.

Considering the volume of visitors, it’s no surprise that the restaurant generates impressive revenue. However, few know that Amrik Sukhdev’s journey started as a small roadside dhaba.

Instagram creator Rocky Saggoo Capital, who shares content focused on business and real estate, recently posted a video tracing the remarkable growth of Amrik Sukhdev. In it, he shed light on the eatery’s business model and shared data that caught viewers' attention.

According to Rocky, the restaurant now earns close to Rs 100 crore annually. It serves anywhere between 5,000 and 10,000 customers every day, and employs nearly 500 staff members to keep operations running smoothly.

He also took at the origin story of the establishment. Back in in 1956, Sardar Prakash Singh opened a modest dhaba in Murthal. At that time, it was a tented setup offering simple meals like dal, roti, sabzi, and rice—primarily catering to truck drivers who would stop for a break and eat while seated on traditional charpais in the open.

The real transformation began in 1990, when his sons, Amrik and Sukhdev, joined the business. With a fresh vision, they began to professionalize operations and diversify the menu. Over time, the dhaba turned into a full-fledged restaurant offering not just North Indian dishes, but also South Indian cuisine to appeal to a wider audience.

Rocky highlighted three key reasons behind the restaurant’s remarkable growth:

1. Early customer trust: The family built lasting relationships by offering free or discounted meals to truck and cab drivers, cultivating a loyal customer base that played a major role in its long-term success.

2. Consistent food quality: The owners remain hands-on when it comes to taste. Even today, they personally try each new dish before it makes it to the menu, ensuring high quality and consistency.

3. Operational efficiency: Rocky described the restaurant’s success as a combination of “speed and scale.” With about 150 tables and a customer turnaround time of roughly 45 minutes, the establishment manages to serve nearly 9,000 customers a day. Remarkably, all this growth has come without any major advertising push—word-of-mouth has been the restaurant’s strongest marketing tool.

These days, Amrik Sukhdev isn’t just famous food brand in India—it has gained global recognition. Earlier January, Amrik Sukhdev earned a spot on TasteAtlas’ list of the ‘100 Most Iconic Restaurants in the World.’