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 13 cities and 7 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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