No Dine-In, No Zomato, Just ‘Secret Addiction' Recipes: This Delhi Dhaba Earns Whopping ₹100 Crore+
Tucked away in a lane of Delhi's Safdarjung area is a food joint that has quietly grown into a Rs 100-crore-plus empire without any flashy marketing. To this day, Rajinder Da Dhaba continues to draw massive crowds every single day, for one simple reason: taste.
Best known for its Chicken Curry and Galauti Kebabs, this decades-old dhaba has cemented its place as a landmark on Delhi's culinary map. What makes its journey truly remarkable is its beginning in 1968. From selling fish fry to eggs, it has since grown into a thriving chain with multiple successful outlets.
The Journey Of A Small Food Stall
Nearly 40 years ago, Rajinder started a small food stall in the Safdarjung market in Delhi. He began with just Rs 500 and served simple dishes like fish fry and eggs. There were no investors and no advertisements. Slowly, the taste caught on, and customers kept coming back. Recently, content creator Rocky Saggoo Capital, who shares business stories, posted a reel explaining how this small stall grew into a business worth crores.
'Sirf Butter Chicken aur Galauti Kebabs bechkar crore ka empire khada kar diya. Na investors, na ads, na Zomato ka gimmick. (They built a crore-plus empire by just selling butter chicken and galauti kebabs. No investors, no ads, no Zomato gimmicks)," Rocky said in the video.
Business That Grew With Customers
As demand grew, so did the challenges. Long wait times began to frustrate customers. That's when the team made a bold call. They decided not to launch an app but to create a system. 'Customer ne bola zyada chahiye— menu expand kar diya. Bola time lagta hai – time bachaya (When customers asked for more variety, they expanded the menu. When they complained about delays, they saved time)," Rocky explained.
Instead of market surveys, they listened directly to customer feedback. 'Critics ne sudhara, customers ne badhaya (Critics helped them improve, customers helped them grow)," he added.
Three Brands, One Idea
Today, Rajinder Da Dhaba operates under three formats:
Rajinder Da Dhaba
Rajinder Xpress
'Aaj yeh sirf ek dhaba nahi, Delhi ka cultural landmark hai, (Today, it's not just a dhaba but a cultural landmark of Delhi)," Rocky pointed out.
Operational Mastery
Their success isn't just about recipes; it is about operations. From marinating in batches to keeping gravy ready in advance, they have engineered kitchen speed without compromising taste. 'Kitchen ko system ki tarah chalaya, lekin food ko fast food nahi banne diya (They ran the kitchen like a system, but never let the food become like fast food)," Rocky mentioned.
Even without seating, they created a unique 'car dining" experience. 'Order time pehle 20 mins tha, ab sirf 2–3 mins reh gaya hai (Earlier, the wait time was 20 minutes. Now it's down to 2–3 minutes)," he added.
The Brand's Expansion
The brand began by perfecting just two dishes: Butter Chicken and Galauti Rolls. Once these hit the mark, they expanded step by step. 'Automation kari. Ek ek dish ko perfect karte chale gaye (They automated things. Perfected each dish one by one)," Rocky said.
Crowds haven't stopped since. Be it a weekday evening or a weekend night, the place is always buzzing. As Rocky puts it, 'Crore ka empire sirf ek wajah se – customer-centric approach (A crore-worth empire was built for one reason—putting customers first)."
Now, the business is handled by Rajendra's son, Bhushan Kumar, who is keeping the legacy going.
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July 26, 2025, 08:47 IST
News viral No Dine-In, No Zomato, Just 'Secret Addiction' Recipes: This Delhi Dhaba Earns Whopping ₹100 Crore+
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