Shrey Aggarwal and Alisha Shirodkar: The Sweet Success of the Belgian Waffle Co in India

The world of desserts has witnessed a delectable evolution, driven by a generation that craves more than just traditional sweets. A new wave of entrepreneurs has emerged, venturing beyond specialized items to offer a diverse range of treats, all while retaining a core focus. This shift is largely attributed to the influence of millennial who share their love for an array of delights, from waffles and pancakes to cheesecakes and churros, on social media platforms.

In this vibrant landscape of sweet indulgences, Shrey Aggarwal and Alisha Shirodkar have made an indelible mark with their venture, The Belgian Waffle Co. What started as a small kiosk at Inox Cinemas, Nariman Point in Mumbai, has blossomed into a dessert empire boasting 200-plus stores across 55 cities in India. The journey of The Belgian Waffle Co reflects the sweet success story of Shrey Aggarwal, a mechanical engineer, and Alisha Shirodkar, whose encounter with the irresistible aroma of freshly-baked waffles sparked the inception of their culinary adventure.

Shrey Aggarwal’s foray into the food industry was unplanned. Working for an ERP software firm in Manila, Philippines, from 2013-2015, his life took a delicious turn during a casual stroll through a mall. The enticing smell of freshly-baked waffles wafted through the air, leaving an indelible impression. A decision to sample these delectable treats marked the beginning of a vision to bring the goodness of waffles to India.

Upon returning to India, Shrey, along with Alisha Shirodkar, co-founded The Belgian Waffle Co, introducing eggless waffles prepared in front of the customer. The venture faced the challenge of educating Indian customers about the concept of waffles. Through strategic brand engagement on digital platforms, they created an understanding of unique selling propositions, particularly the ‘waffwich,’ a term coined by The Belgian Waffle Co. Building trust in a product that was relatively new to Indian consumers required innovative approaches. The duo focused on digital mediums to convey the freshness of their eggless waffles and the appeal of the ‘waffwich,’ a portable delight packed with fillings. Overcoming the initial challenges, The Belgian Waffle Co succeeded in becoming a household name associated with quality and innovation in the dessert space.

The Belgian Waffle Co’s menu, which originally featured eggless waffles, expanded to include a variety of offerings such as shakes, coolers, smoothies, and recently, mini pancakes. A key aspect of their success lies in the commitment to their forte—waffles. Unlike some counterparts in the dessert industry, Shrey Aggarwal and Alisha Shirodkar have chosen to stay true to their original vision, avoiding menu diversification into savory items.

With a turnover of ₹100 crore and a daily sale of 25,000 waffles, The Belgian Waffle Co has solidified its position in the dessert market. The company’s growth extends beyond Indian borders, with a presence in Nepal and Dubai. Shrey Aggarwal and Alisha Shirodkar envision further expansion, aiming to reach 500 outlets within the next three years. As The Belgian Waffle Co continues to delight taste buds with its signature creations, the focus remains on the core product—eggless waffles. The company’s commitment to innovation, coupled with a strategic approach to brand engagement, has carved a niche in the competitive dessert landscape.

Shrey Aggarwal and Alisha Shirodkar’s journey with The Belgian Waffle Co is not just a tale of entrepreneurial success; it’s a sweet symphony of innovation, perseverance, and a passion for creating delightful culinary experiences. The eggless waffles that once captivated Shrey in a Manila mall have now become a culinary sensation, symbolizing the duo’s contribution to India’s evolving dessert culture.