Indore’s Jumbo Sandwich Sensation: How a Family Legacy Became a ₹10 Crore Business
Indore’s Jumbo Sandwich Sensation: How a Family Legacy Became a ₹10 Crore Business
Indore, known as the city of food lovers, has a culinary story that has captured the hearts — and appetites — of locals and visitors alike. At the center of this story is Madhuram Sandwich, a shop near Rajwada in Narsingh Bazaar, famous not only for the flavor of its sandwiches but also for their impressive size.
The shop is run by brothers Vaibhav and Ayush Namdev, popularly known as the Girothiya Brothers. Their father, Rajesh Girothiya (Namdev), traces the family’s origins back to Rajasthan. In search of work, their ancestors settled in Garoth village in Mandsaur, where the family eventually adopted the name Girothiya.
The journey began with the brothers’ grandfather, Shankarlal, who ran a tea stall at Shish Mahal Chowraha, earning fame as “Shankarlal Ji Chai Wale.” Rajesh later expanded into selling samosas, kachoris, patties, and juices. As the business grew, Vaibhav and Ayush joined in and decided to innovate by introducing sandwiches. Initially prepared at home and sold at the shop, these sandwiches faced challenges in cost and pricing, but the brothers remained committed to quality and taste.
Ayush proudly says they represent the third generation of a family devoted to food. While their forefathers focused on sweets and snacks, the brothers have carried forward the legacy with their signature jumbo sandwiches, which they have been perfecting for over 20 years.
The sandwiches weigh around 800 grams and cost ₹150, making them ideal for families to share. When they started, the price was ₹60 — higher than the local average — but customers gradually realized the value, and today, people even wait 15–20 minutes for a sandwich.
Daily operations are substantial: the brothers use over 100 packets of bread and produce 300 sandwiches per day, with weekends seeing over 500, and summer months reaching as many as 1,000. Almost all ingredients are prepared in-house, except for cheese and butter. The bread is specially baked in large sizes and carries a “Not for Sale” tag along with the family name, highlighting their focus on quality and uniqueness.
Ayush is also recognized for his signature style, wearing a heavy gold chain and bracelet — a family tradition he has admired since childhood. The brothers’ friendly demeanor and social media presence have made them local celebrities, with customers posting selfies and videos with them. So popular are they that a banner outside the shop now proudly reads “Girothiya Brothers.”
Madhuram Sandwich has recently been in the spotlight for reportedly generating ₹10 crore in monthly sales, according to multiple social media sources. The claim highlights how the brothers have scaled their business around just two key items: the jumbo sandwich and cold coffee.
It’s important to note, however, that this figure represents revenue, not profit. After accounting for ingredients, staff, rent, and other costs, actual profits would be much lower. While this number has not been officially audited, it underscores the incredible popularity and scale of their operations.
The fame of the jumbo sandwich has spread far beyond Indore. Visitors from other cities — and even abroad — travel to experience the signature dish. One tourist from Sitapur, Uttar Pradesh, discovered the sandwich on social media while visiting Ujjain for a Mahakal darshan and made it a point to try it in Indore. Most customers visit with family or friends, as finishing a jumbo sandwich alone is a challenge, and many pack leftovers to enjoy at home.
Disclaimer: This article is based on information and reports available from social media sources, interviews, and public content. The figures mentioned, including the ₹10 crore monthly revenue, are reported estimates and have not been independently audited or verified through official financial statements.
