A food venture in Mumbai that stood on the brink of total shutdown found an extraordinary revival through an unexpected chain of events. Brothers Jaspal Singh Khalsa and Mahendra Singh Khalsa launched their eatery, named Dilli Se, in October 2021 with hopes of bringing authentic regional flavors to the local dining crowd. Their initial setup was modest, operating out of a tiny 250 square foot space equipped with only 3 tables and 9 chairs. However, initial enthusiasm quickly gave way to a steep downturn. By January 2022, footfall had plummeted drastically, plunging the founders into a severe financial crisis with accumulated liabilities reaching 18 lakh rupees.
The Brink of Closure and Depleted Hope
With mounting losses and dwindling customer interest throughout early 2022, the partners realized that continuing operations seemed commercially unviable. Their daily routine had shrunk to soaking a mere half-kilogram of chickpeas each morning, with little certainty that even that small portion would sell. Facing intense pressure, they decided to wind down the business. The plan was simply to utilize whatever raw ingredients and pantry stock remained in the kitchen to scrape through a few final weeks before permanently locking the doors and absorbing their financial losses.
An Unnoticed Visit From a Stand-Up Comic
The turning point arrived quietly in September 2022 at their Chembur Camp location. Stand-up comedian Abhishek Upmanyu walked into the outlet for a meal. Neither Jaspal nor Mahendra recognized the comic, serving him as they would any ordinary patron. Impressed by the food, Abhishek Upmanyu filmed a short video of his visit and posted it on his social media page. The brothers only discovered who had visited after noticing his Instagram updates. Almost immediately, curious diners began trickling in, giving the struggling venue its first noticeable uptick in traffic.
A Royal Order and a Crucial Online Review
The modest revival escalated into an unprecedented frenzy following an unexpected telephone call. The caller placed an order for two plates of chole bhature to be dispatched directly to the residence of Virat Kohli. Initially suspecting the request was an elaborate prank, the brothers verified the delivery and sent the food on October 5, 2022. Soon afterward, Anushka Sharma shared a review on her Instagram Stories, praising the dish and noting that it tasted genuinely homemade. That singular endorsement set off an explosive reaction across the city.
Explosive Footfall Within Half an Hour
Just 30 minutes after the social media mention went live, a massive crowd converged on the compact Chembur eatery. The available food sold out completely within moments. Demand surged dramatically from their baseline requirement of 8 kg of chickpeas to an astounding 100 kg almost overnight. The sudden spotlight turned the once-quiet establishment into one of the busiest food spots in the vicinity, permanently altering the scale of their operations.
Expanding Footprint and Reaching Rs 2 Crore Revenues
Riding this sustained wave of popularity, the enterprise expanded beyond its Chembur roots. The founders established additional outlets across Mumbai and neighboring hubs, including Mulund, Andheri West, and Vashi. Daily operations now reflect a staggering transformation: while they once began mornings soaking half a kilo of chickpeas, the kitchens now process up to 125 kilograms of raw chickpeas daily, which expands to roughly 1 ton once cooked and prepared. Their outlets register an exceptional turnover including 3 plates sales daily, scaling their once debt-laden business into an operation generating up to 2 crore rupees every month.
