Sita Ram Diwan Chand has distinguished itself through an unwavering commitment to quality and authenticity.
New Delhi: Starting from mouth-watering Momo to scrumptious Chowmin, the National Capital offers a variety of food options. But nothing can beat a true Dilli-style Chole Bhature. And most would agree the very best is made by the legends at Sita Ram Diwan Chand. The journey of this thriving restaurant business, now earning crores annually, began in the bustling streets of post-partition Delhi. It all started with a 15-year-old refugee from Lahore, whose determination led to one of India’s most iconic single-dish success stories. In 1955, Shri Sita Ram Ji and Shri Diwan Chand Ji laid the foundation of their humble venture. Their first point of service was a bicycle stationed outside Delhi’s Paharganj DAV School, where they served piping hot chole bhature to eager schoolchildren and passersby.
The 1970s marked a pivotal moment in the brand’s history when Sita Ram established a small stall opposite the Imperial Cinema in Paharganj. This strategic location proved transformative. The cinema, a cultural hub attracting crowds for films by legendary directors like Mehboob Khan and Bimal Roy, provided a steady stream of customers who would soon become loyal patrons of his Lahori-style chole bhature.
Sita Ram Diwan Chand has distinguished itself through an unwavering commitment to quality and authenticity. Even as the brand grows, its time-honored preparation methods remain unchanged, safeguarded to ensure consistency in taste. The khada masala (raw spices) are meticulously selected, cleaned, ground, and blended in-house. Their signature sweet and sour chutney stays true to tradition, crafted with dried pomegranate seeds. The bhatura, their prized specialty, is generously stuffed with cottage cheese and infused with aromatic spices like carom, fenugreek, and hing. Their rich chickpea curry is a masterful blend of over 20 spices, perfectly complemented by seasonal pickles, from tangy summer mangoes to tart winter gooseberries.
The business’s expansion closely paralleled Paharganj’s transformation. With the development of the New Delhi Railway Station, the area evolved from a grain market into a bustling tourist hub, attracting a steady stream of new customers while retaining its loyal patrons. This shift created the ideal conditions for business growth.
As the enterprise passed through generations, it embraced modernization while staying true to its core values. In 2008, third-generation entrepreneurs Rajiv Kohli and Utsav Kohli spearheaded the brand’s expansion, opening new branches in Pitampura, Paschim Vihar, and Sector 46, Gurugram.
Under Puneet Kohli’s leadership, the brand seamlessly transitioned into the digital age, making its iconic chole bhature accessible via mobile apps and delivery services. This innovation allowed them to reach customers far beyond their physical locations while upholding their legacy of quality. As a result, the brand has cultivated a rare tradition—where three generations of customers can dine together and relive the same authentic flavors they have cherished for decades.
