Power of Social Media: How one viral tweet, amid COVID-19 pandemic, revived a Punjabi restaurant in Mumbai
Photo by Punjab Da Chulah

Punjab Da Chulah, a family run restaurant tucked away in the cosy corners of Khar went viral on twitter for its visually enticing picture of ‘Chole Kulcha’.

Covid-19 has made a severe impact on the restaurant business. Punjab Da Chulah believes in 'vocal for local', and using the catchphrase coined by Prime Minister Narendra Modi, it was able to reach a brand new audience across India and the world.

The founder and owner Mukesh Talwar says, “The objective was simple, to see if the market was accepting me or not. Selling was never my aim. But with positive feedback, we were assured that our consumers wanted to come back for more.”

“Thanks to the tweet, the number of online orders placed has increased significantly,” he added.

The tweet was posted by his daughter Salisha Talwar. The doting father states, “Business during the lockdown was quite slow as compared to other days. With a thought of reaching out to more people, we put up a tweet on a Saturday morning. Since the tweet went viral a lot of people started reaching out to us. In fact people who aren't currently in the city due to lockdown made their friends order Kulchas in their place. We were overwhelmed with the response we received and it's still going on. People are showing us love from all around the world. We have managed to cross a Million impressions in less than 4-5 days’ time; it's unbelievable.

The menu unfolds with a variety of Stuffed Amritsari Tandoori Kulchas served with Amritsari Chole, a tangy green chutney (worth trying), Kata hua Pyaaz and lots of love, because Punjabis! The stuffed tandoori kulchas are available and served in a variety of options like Cheese Garlic Kulcha, Seetimaar Kulcha (Makes you whistle), Gobi Wala Kulcha, Aloo Cheese, Paneer Kulcha and many more to choose from. The dessert section includes the delicious Gud Ki Jalebi and Falooda Kulfi served with Rabdi.

Although food enthusiasts are not permitted to enter the walls of this Punjabi Dhaba during lockdown, the restaurant makes sure to get the lively atmosphere of Punjab reach homes with Wefast, a nascent courier service which also happens to now deliver delectable dishes home.

Talwar asserts, “Wefast is basically a courier service which also happens to deliver food parcels at different places in Mumbai/ Navi Mumbai and Thane. We came to know about this recently and since then we’ve had a lot of people regularly scheduling food pick-ups from the restaurant.”

Punjab Da Chulah welcomes its patrons to order through online delivery services like Zomato and Swiggy as well.

(To download our E-paper please click here. The publishers permit sharing of the paper's PDF on WhatsApp and other social media platforms.)

Free Press Journal