Gaganinder Goyal is the founder and managing director of The Belgian Waffle Xpress. TBWX, an Indian multi-category dessert, bakery and beverage café chain founded in Chandigarh in November 2020. Under his leadership TBWX has grown from a single outlet in Chandigarh to 29 outlets across 22 cities and 10 states, operating a franchise model that starts at ₹3 Lakhs and targets a 6-8 month operator breakeven.

His operating thesis at TBWX is that Indian dessert café demand can't be served by single-product brands. A TBWX outlet stocks seven product categories from one compact kitchen. Bubble Waffles, Belgian Waffle Sandwiches, Waffle Cakes, Mini Bubble Pancakes, Shakes, Summer Coolers and Savory, so the same footprint earns on birthday cake orders, teenage dessert runs, summer cooler sales, and walk-in savory snacks. The multi-category format is what makes the ₹3-5 Lakh investment tier financially defensible for operators.

Gaganinder Goyal stays close to franchise operators , every new partner gets direct WhatsApp access to him through onboarding, training and the first year of operations. That operator-first posture is reflected in TBWX's recognition across Zomato Best Desserts (2024), Swiggy Best Cakes (2024), and Restaurant Guru Recommended (2024, 2025).

TBWX is a brand of G Square & Company, headquartered at Dhakoli, Zirakpur, Punjab, India.

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