A small eatery in Mumbai, once on the brink of shutting down due to mounting debt, has experienced an extraordinary turnaround, with its monthly revenue soaring from a few lakhs to an astounding ₹2 crore. The catalyst for this dramatic shift? A simple order of chole bhature placed by Bollywood star Anushka Sharma for her husband, cricketer Virat Kohli, followed by a viral Instagram post.
From Debt to Delhi Se: The Struggling Beginnings
Brothers Jaspal Singh Khalsa and Mahinder Singh Khalsa operated "Delhi Se," a modest 250 sq ft outlet in Mumbai's Chembur, featuring just three tables and nine seats. Their business took a severe hit starting January 2022, accumulating approximately ₹18 lakh in debt by September of the same year. Facing insurmountable financial pressure, the brothers were preparing to close their doors permanently.
“From January, our sales started declining. By September 2022, we were planning to close the restaurant,” Jaspal Khalsa recounted to Pinkvilla, highlighting their intention to settle final bills before ceasing operations.
The Comedian's Catalyst and the Celebrity Call
The first flicker of hope arrived on September 13, 2022, when stand-up comedian Abhishek Upmanyu visited Delhi Se. Impressed by the authentic Delhi-style chole bhature, Upmanyu shared his positive experience on his Instagram Story, leading to an immediate, albeit small, increase in walk-in customers over the next few days.
This social media mention soon caught the attention of Anushka Sharma, who was on the lookout for genuine Delhi-style chole bhature for Virat Kohli. The Khalsa brothers initially dismissed multiple calls from Sharma's home requesting a delivery to Juhu, suspecting it to be a prank. Jaspal was particularly wary when asked for bank details for payment.
“I said, ‘Ma’am, please don’t say things like that. Where is Virat Kohli and where am I — a small chhole bhature shop in Chembur? How am I supposed to believe that you’re calling from Virat Kohli’s house?’” Jaspal recalled.
It took several persistent calls before the brothers finally believed the request was legitimate and fulfilled the order.
Viral Fame and Unprecedented Crowds
The real turning point came when Anushka Sharma posted on Instagram about discovering "ekdum-Delhi-jaise-Chole-bhature in Mumbai," crediting Upmanyu for the find. The impact was instantaneous and overwhelming. Within half an hour of her post, a massive crowd descended upon the small eatery, creating long queues that even drew the attention of local police.
The brothers were unprepared for the sudden surge in demand. “Someone would order six plates, someone else would order 10. We didn’t have enough stock. We didn’t know this was going to happen,” they shared. They resorted to sourcing soaked chickpeas from neighbors, with some customers patiently waiting over two hours for their orders. Within just three days, the quantity of chickpeas prepared daily escalated from approximately eight kilograms to a staggering 100 kilograms.
Expansion and a ₹2 Crore Empire
Riding the wave of newfound popularity, Delhi Se rapidly expanded its operations. The single Chembur stall grew into a chain of four outlets across Mumbai and Navi Mumbai. The brand now proudly serves around 3,000 plates of chole bhature daily, processing about 125 kg of chickpeas a day, which expands to nearly a tonne after cooking.
The owners confirm that monthly sales, which once barely reached ₹1–1.5 lakh, have now stabilized at approximately ₹2 crore. This incredible journey underscores the immense power of celebrity endorsement and social media visibility in transforming a struggling local business into a thriving success story.