Our Story

Where It All Began

Born in Chandigarh, 2020

The Belgian Waffle Xpress started with a simple idea: bring authentic Belgian waffles to every corner of India, at a price everyone can enjoy. What began as a single outlet in Chandigarh has grown into one of India's fastest-expanding waffle franchises.

Our tagline, “Just Waffle It.”, carries a story most people don't know. In 1974, Nike co-founder Bill Bowerman used a waffle iron to create the sole of the Waffle Trainer — the shoe that helped build an empire and inspired the legendary “Just Do It.”

We took that same waffle-iron spirit and brought it full circle: waffles to Nike to “Just Do It” to “Just Waffle It.” The neon sign glowing in every TBWX outlet is more than decor — it's the soul of our brand.

Just Waffle It.

The People Behind TBWX

Led by Passion

TBWX was founded by Gavish Goyal under G Square & Company, who turned a love for Belgian waffles into a nationwide franchise movement. What started as one person's vision is now powered by a growing team of franchise partners, kitchen crews, and brand enthusiasts across 7 states.

Every outlet is run by a local franchise partner who shares the same commitment to quality, speed, and the unmistakable TBWX experience. Together, we're building India's most loved waffle brand — one city at a time.