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The Belgian Waffle Co. – market leader in the on-the-go dessert segment
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Wednesday, 30 December, 2020, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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The smallest of joys can bring us great pleasure in troubling times, and while the public stresses over the current pandemic and the recession it has brought with it, even a delicious dessert at the end of our meal can become a source of happiness and the highlight of our day. Bearing testimony to this truth is the growing success story of The Belgian Waffle Co. – which has emerged as a market leader in the on-the-go dessert segment in India, and had been expanding in an impressive way recently, despite the unprecedented challenges of this year.
The Belgian Waffle Co.
Owned and operated by Bloombay Enterprises LLP, the company was started in 2015 by Shrey Aggarwal and his wife, Alisha Shirodkar Aggarwal. He had been exposed to a plethora of interesting food concepts during his work stint internationally. This gave rise to a mission to spread a similar sense of taste and delight back in India, leading to the birth of the brand. As the very name suggests, The Belgian Waffle Co. specialises in the uniquely European dessert of waffles—mouth-watering batter cooked in latticed irons that give them their unique shape, and are incredible bombs of flavour when paired with a variety of ice-creams or toppings. Their biggest USP and reason for success in a country like India is the quality of their batter, which remains unmatched even with the explosion of the waffle market in the country – perfectly crisp,100 per cent eggless, and vegetarian.
On The Menu
While waffles remain their core product, over the last five years, they have broadened their scope to launch exciting new innovations like the Waffle Cake, Ice Cream Waff-Wich, Mini Pancakes, and a variety of beverages. Their most recent addition is the savoury baked potato Waffle Tots topped with sauces and cheese a pioneer in its segment. They also have some upcoming exciting additions to their store menu, including the Stroopwafel, and are all set to make their entry into the FMCG retail space with their original premixes and ready-to-eat snacks.
The Growth Story
From opening their first store in Mumbai’s Nariman Point five years ago, to boasting of more than 230 plus stores in 60 plus cities now spanning three countries - India, Nepal and even in Bangladesh- the company has truly come a long way. Besides their strong multi-outlet presence in metros like Mumbai, Delhi NCR, Pune, Kolkata, Bengaluru, they are also making tremendous inroads into the country’s two- and three-tier cities, including territories like Meerut, Agra, Gwalior, Ujjain, Trichy, Amravati and Rajahmundry, and Srinagar.
The company is expanding in markets known for their love of traditional Indian sweets is a true testament to their success. They have even opened 12 new stores between June and October this year, both company and franchisee-owned. For the fact that they have been able to crest the impact of this pandemic and retain their strong foothold in these trying times, they express their gratitude to their faithful, loyal and loving customers—the backbone of their success!
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