What began as a tribute to co-founder Raghav Jaggi’s grandfather—one of the ‘creators’ of two of India’s most beloved dishes, butter chicken and dal makhni—has become a fast-scaling hospitality business with 15 outlets, an international debut in Bangkok, and a spotlight moment on Shark Tank India. In a conversation with FE, Amit Bagga, co-founder and CEO of Daryaganj Hospitality, talks about carrying forward a culinary legacy, navigating a high-stakes brand dispute, and why delivering comfort food with consistency is the secret sauce to their success, among others. Edited excerpts:
Your tagline claims Daryaganj as the ‘inventors of butter chicken and dal makhani’. What led to the decision to build a modern brand on this culinary legacy?
Daryaganj isn’t a modern grill; it’s a tribute. We have focused on reinventing the classics. Earlier, north Indian classics were not served right. Either there were dhabas or very expensive restaurants. There was nothing in between. Our mission is to serve authentic, comforting food with high-quality ingredients—freshly cooked at every outlet.
Tell us more about the legacy you carry.
Raghav’s grandfather Kundan Lal Jaggi was a founding partner of the original restaurant in Delhi, where iconic dishes like butter chicken and dal makhani were created. He migrated from Peshawar with his partners and helped re-establish the restaurant under the same name (as in Peshawar) in Delhi with the blessings of the original owner, Mokha Singh. The restaurant attracted top Indian politicians and global dignitaries, helping make these dishes global ambassadors of Indian cuisine.
You co-founded Daryaganj with your childhood friend. Tell us about that journey.
Raghav and I go back to age five. His family exited the restaurant business in 1991. He later moved abroad, but we reconnected in 2017 and decided to revive his legacy. I had restaurant experience; he had the family heritage. Kundan Lal Jaggi himself guided us, shared recipes, tips, and stories. He was instrumental in shaping our brand—not just in food, but in philosophy.
How do you ensure consistency across all 15 outlets?
We have strong systems. A central kitchen provides basics—like marinations or curry bases — but everything is cooked fresh on-site. We also have dedicated quality teams and daily tastings. That balance keeps quality up without compromising freshness.
In just six years—or four if you discount Covid pandemic—you’ve grown fast. What’s the secret to your scale?
Customer experience. Every outlet follows our ‘five senses’ brand philosophy — the food, music, aroma, touch, and visuals are curated. If you nail the food and the vibe, and pick your locations wisely, scale becomes a result of trust.
How is your delivery model different?
We have a ‘five senses’ delivery box. We wanted to replicate the restaurant experience at home. Our packaging has texture, scent (a fragrance note), and even a QR code to play our restaurant music. When you open that box, you experience the brand—not just the food.
You made an international debut recently—in Bangkok. Why Bangkok, and not the usual choices like London or New York?
Actually, I’d say Bangkok chose us. We were pursued by a partner who had a prime location and a shared vision. Also, Bangkok is just a short flight from Delhi, which makes it logistically easier. Plus, it’s the most visited city globally—33 million tourists last year—and a huge number of them are Indian. For us, that made it the perfect launchpad. Thailand was much suitable for us to start our international journey.
What’s your expansion strategy from here?
Internationally, Dubai is next on the radar, but we’re taking our time. We want the right partner and the perfect location. In India, our focus is the top eight metro cities, starting with Delhi, Mumbai and Bengaluru. We are scaling deeply, not widely—strengthening our base before going broader.
In this age of Instagram, how do you balance aesthetics with authenticity?
Great ingredients, clean presentation, minimal fuss. We serve food in a mix of vintage and contemporary crockery. Simple food, beautifully plated, works best.
There’s also the matter of the high-profile legal dispute around the ‘inventor’ claim. What’s your side of the story?
Look, the case is sub judice, so I won’t say much. But the facts are that my partner’s grandfather, Kundan Lal Jaggi, was one of the partners in the original restaurant in Daryaganj. The case is about who actually created the recipes. We respect the process and will let the court decide.
You also appeared on Shark Tank India—how did that happen?
It started as a casual application. After months of rounds and auditions, we got in. Aman Gupta, co-founder at BoAt, was familiar with our food and ended up investing. The visibility was incredible. Millions saw us across TV, OTT, and YouTube. It led to a surge in franchise and collaboration inquiries.
While exploring, I came to know about the Daryaganj Lunchbox (corporate catering division) and Daryaganj Experience (catering division) concept—what’s the idea there?
These plans are in the pipeline. We’re also working on a slightly more modern version of the brand. Think of these as an extension—not a shift—from our core focus on classic Indian food.
What about health-conscious diners? Indian food, especially butter chicken, has a heavy image…
That’s a misconception. People don’t go out for ‘healthy’ food—they eat that at home. What they want is comfort food made from high-quality, pure ingredients. That’s what we offer. Everything in moderation is fine. It’s about the quality of ingredients and how food is prepared. We don’t cut corners—no preservatives, no shortcuts. And moderation is key— people go out for joy, not guilt.