Tête-À-Tea With Sachin Pabreja: An Insightful Conversation With Co-founder & CEO Of Daryaganj Restaurant Amit Bagga On Success And Building A Culinary Landmark

From its humble beginnings to its current status as a culinary landmark, DARYAGANJ - By the Inventors of Butter Chicken & Dal Makhani has emerged as a testament to North India's gastronomic excellence. This dining destination breathes new life into the age-old recipes of Butter Chicken and Dal Makhani. Co-founded by restaurateur Amit Bagga and his childhood friend Raghav Jaggi, the brand is a tribute to the legacy of Kundan Lal Jaggi, one of the inventors of these iconic dishes.

In this interview, Amit Bagga shares his journey from the automobile industry to the restaurant world, the inspiration behind Daryaganj, the challenges faced during its inception, and how he executed his vision to create a restaurant that seamlessly blends authenticity with a modern dining experience.

1. What inspired you to establish Daryaganj, and how does it connect to your family’s history?

Amit Bagga: My journey to establishing Daryaganj has been deeply personal and driven by both passion and purpose. While my roots lie in the family business of automobiles, which I was expected to join, I always felt a burning desire to carve a different path in the restaurant industry. This passion led me to co-found a Restaurant Bar with a friend in 2005, a venture that allowed me to learn the ropes of the business.

By 2015, I realised I wanted to move away from the bar segment and focus on family dining, a space I felt held more meaning and loyalty. Through my experience, I have observed that bars often attract a transient audience, whereas family-oriented restaurants foster a deep and lasting connection. In India, family outings are often centred around two forms of entertainment: watching a movie or dining out together, so I decided to enter this segment which holds the utmost importance in a country like India.

The journey came full circle in 2019 when my childhood friend Raghav Jaggi and I co-founded DARYAGANJ - By the Inventors of Butter Chicken & Dal Makhani. It was a tribute to the legacy of Raghav’s grandfather, late Mr. Kundan Lal Jaggi, who invented the iconic dishes- Butter Chicken & Dal Makhani. Our mission was to revive his heritage and bring back the authentic flavours of North Indian cuisine.

We saw a void in the market and thus decided to bring forward a North Indian Casual Dining Restaurant Brand presenting consistent quality food, warm service & an overall experience par excellence, but at a reasonable price. At Daryaganj, we have meticulously crafted an experience that combines old-world flavours and closely-guarded recipes with a contemporary touch. The ambience is designed to evoke all five senses, seamlessly blending the past with the present, making it a unique and heartfelt homage to the legacy we carry forward.

2. Can you describe the initial challenges you faced during the initiation of Daryaganj?

Amit Bagga: The journey of initiating Daryaganj was filled with immense highs and equally challenging lows. The journey of initiating Daryaganj was not without its share of challenges. When we launched our first outlet in April 2019 at Worldmark-1, Aerocity, we were a runaway success. This was followed by our second outlet in Connaught Place in October and a third in Pacific Mall in February 2020. However, just a month before our first-anniversary celebration, the COVID-19 pandemic hit, and we were abruptly shut down in March 2020.

Surviving the challenges of the pandemic, particularly enduring three lockdowns, was an immense test of resilience. We faced four months of closure during the initial lockdown and another two months a year later, yet we managed to navigate through each setback efficiently. With dine-in services halted, we had to pivot quickly, stepping into delivery services—a segment that wasn’t part of our original plan. This led to the launch of the world’s first “Five Senses Delivery” during the first lockdown, which surprisingly became a significant growth opportunity. Today, delivery contributes 25% to our overall revenue, a testament to the adaptability we demonstrated during those times.

Despite these adversities, we emerged stronger. All our pre-COVID outlets remained operational without closures, and we even managed to expand by opening new stores as soon as the second lockdown ended. These challenges not only tested our determination but also taught us the value of resilience, adaptability, and seizing unforeseen opportunities. Today, with ten restaurants and three cloud kitchens, and plans to open 5 more outlets by the end of 2026, our journey stands as a testament to overcoming the odds.

3. How did you execute your vision for Daryaganj, and what were the key steps taken?

Amit Bagga: Executing our vision for Daryaganj involved a clear focus on key principles that defined the brand and guided every step of the journey:

• Authentic North Indian Family Restaurant - Our Motive was to revive authentic classic North Indian cuisine in a contemporary setting, serving North Indian cuisine that is simple and straightforward, keeping it light on the palate to appeal to all generations.

• Average per Cover/Person- We wanted to Price at the sweet spot between economy and luxury.

• Outlet size- Minimum 1800 to 2500 sq. ft. maximum, so as to keep the demand higher than the supply.

• Complete sensory experience- Evoke all the 5 senses, ie. Taste, Touch, Sight, Smell and Sound,to create a positive vibe.

• Maximum options for the customers- Kulfi kiosk, Mithai apart from delivery and dine-in.

• Brand Culture- A strong foundation of integrity, innovation, excellence & empathy with a 360 Degree focus on customers, employees, vendors, and shareholders.

4. In what ways does Daryaganj aim to reflect the culinary tastes of modern India?

Amit Bagga: At Daryaganj, we aim to reflect the culinary tastes of modern India by staying deeply rooted in the authenticity and tradition of classic North Indian cuisine while ensuring it resonates with today’s diverse and evolving palate. Our forte lies in serving timeless dishes bursting with rich history and robust flavours, like exquisite kebabs, Butter Chicken, and Dal Makhani. Each dish carries the essence of traditional recipes, prepared with an expert touch that allows every single ingredient to sing.

Our menu transcends time, whisking diners back to the lanes of twentieth-century Daryaganj, enthralling them with the authentic flavours that generations have cherished. Yet, these dishes are crafted to feel light on the palate, appealing to modern preferences, including those with dietary restrictions. We use the freshest and purest ingredients, cooked using traditional techniques, creating food that is sumptuous yet balanced. This approach ensures our relevance across all age groups, from children to their grandparents, making us a favourite among all generations.

Children, in particular, love Daryaganj, making them our confirmed customers for the next 50 years. As they grow, they’ll bring their future generations to experience the same authentic flavours of 1947. We believe that North Indian cuisine has a lasting appeal—many North Indian restaurants today are over 70 years old and still thriving. With our commitment to quality and tradition, we aim to follow the same path, remaining relevant for decades to come and continuing to serve the original flavours of classic North Indian cuisine.

5. What unique historical elements have you incorporated into the Daryaganj dining experience?

Amit Bagga: Five Senses Dining by DARYAGANJ:

Daryaganj is based on the principle of invoking all five of your senses – Touch, Smell, Taste, Sound and Vision. Daryaganj is a blend of old-style and contemporary.

The restaurant has been carefully designed, with great attention paid to detail, evoking each of the five senses of the diner with a seamless blend of the past and the present.

Taste - Robust & nostalgic flavours with today’s best quality ingredients.

Touch - Finest old world and contemporary materials that come In Touch.

Sight - Chic Contemporary Retro Decor elements in a timeless Retro Setting.

Smell - A signature fragrance with a blend of traditional Indian and contemporary notes.

Sound - Soulful and unplugged old classic tunes sung by today’s artists.

6. Can you discuss any specific challenges you encountered while trying to innovate traditional recipes?

Amit Bagga: One of the biggest challenges we faced while innovating traditional recipes was ensuring the same quality of ingredients. Over the years, the quality and availability of produce have changed significantly due to factors like climate change. For example, the produce available in 1947 was shaped by the weather and climate of that time, which is very different from what we have now.

To address this, we even turned to hydroponic farming to recreate the specific type of tomatoes required for our gravies. It took extensive research and development to achieve the desired results. Similarly, with our tandoori chicken, we ensured that the chicken used was no more than 750-800 grams, staying true to the size and organic quality of poultry from that era. Preserving these details while adapting to modern-day challenges required a lot of effort, but it was crucial to maintaining the authenticity of our recipes.

7. How do you balance maintaining authenticity with adapting to contemporary dining trends?

Amit Bagga: Our approach to balancing authenticity with contemporary dining trends lies in engaging all five senses. From the moment you step in, you experience a blend of nostalgia and modernity. The ambience combines a contemporary feel with nostalgic elements, creating an inviting space that honours tradition while appealing to modern sensibilities.

The music is a harmonious mix of contemporary voices layered over classic tunes, and the fragrance combines the timeless essence of Indian Nargisi flowers with a subtle contemporary note. The interiors reflect this balance too, with a fusion of modern aesthetics and traditional design touches.

When it comes to food, the presentation is refined and modern, yet the flavours remain authentically traditional. Even the tactile experience has been considered—our crockery is a mix of modern styles and utensils reminiscent of the past. Lastly, our staff embody this blend as well. While their uniforms are contemporary, they greet and serve guests with the same warmth and love that has always been a hallmark of Indian hospitality. It’s this careful integration of tradition and innovation across all five senses that defines our philosophy.

8. What role does customer feedback play in shaping the menu and overall experience at Daryaganj?

Amit Bagga: At Daryaganj, we place great value on customer feedback, using it as a tool to refine our menu and enhance the overall experience. We gather insights through physical feedback forms at our outlets and closely monitor reviews on aggregator platforms.

Furthermore, by analysing feedback on portion sizes, taste preferences, and service quality, we’ve been able to optimise kitchen operations, reduce food wastage, and ensure we consistently deliver a dining experience that aligns with customer expectations. It’s through this feedback-driven process that we remain agile, responding quickly to customer needs and keeping our offerings fresh and relevant.

9. Could you share a memorable moment or milestone from your journey with Daryaganj that stands out?

Amit Bagga: A standout milestone in our journey with Daryaganj was our appearance on Shark Tank India. It provided us with tremendous visibility and recognition, allowing us to share our story with a wider audience and solidify our brand's presence.

Another significant yet challenging moment was during the challenging COVID-19 period. Despite the hardships, we managed to recover and emerge stronger, showcasing our resilience and the unwavering loyalty of our patrons. These two moments—one filled with recognition and the other with perseverance—truly define our journey.

10. What future plans do you have for Daryaganj, and how do you envision its growth in the coming years?

Amit Bagga: Currently Daryaganj brand has 10 casual dining restaurants (CDR) and 3 Cloud Kitchens (CK) There are plans to open 3 more CDR outlets in the next one year and another 6 Cloud outlets in Delhi NCR, and North India reaching 22 stores by the end of the financial year 2026 and doubling the current revenue.

The plan further on is to enter South and West India reaching 70 outlets in 3 years from now and the ultimate plan of the brand is to open 200 plus stores in 7 years.

CURRENT STORES

10 CDR:

- Worldmark 1, Aerocity

- Regal Building, Connaught Place

- Pacific Mall, Tagore Garden

- Ambience Mall, Gurgaon

- DLF Mall of India, Noida , UP

- M3M IFC, Gurgaon

- Iris Broadway, Gurgaon

- Paragon Waterfront, Ludhiana

- Grand Street, Sector 132, Noida

- Civil Lines

3 Cloud Kitchens:

- Rajouri Garden

- Noida

- Sushant Lok, Gurgaon

COMING SOON:

3 More CDR

-DLF Promenade, Vasant Kunj

-Sector 26, Chandigarh

-HLP Galleria Mohali

6 More Cloud Kitchens:

-Kailash Colony

-Sec 72 Noida

-Vasant Kunj

-Malviya Nagar

-East Delhi

-North Delhi