Charu Bhatia, Senior News Editor, Business Remedies | In conversation with Mr. Manik Sharma, Owner of Indorilal Sandwichwala
Building a business from the ground up is never merely about capital or concepts, it is a journey of grit, learning, reinvention and perseverance. The founder of Indorilal Sandwichwala, Mr. Manik Sharma, embodies this exact spirit of entrepreneurship, having transitioned from a structured banking career to establishing Jaipur’s first exclusive sandwich outlet, driven entirely by passion and conviction. With no entrepreneurial lineage to rely on, he navigated the nuances of management, product innovation, and customer expectations through commitment and self-learning. Today, through consistency in quality and authenticity of flavours sourced from Indore, the brand has carved a loyal customer base and emerged as a distinctive name in Jaipur’s evolving food culture.
Question: You have come this far by establishing a business from scratch. How has your journey been till now?
Answer: If I speak about my educational background, I pursued a Master’s in Business Administration from Jaipur, though I originally belong to Indore in Madhya Pradesh. After completing my post-graduation, I began my professional journey in the banking sector and continued there for a considerable duration before gradually building my business from the ground up. What started as a single outlet has now evolved into a well-recognised brand, Indorilal Sandwichwala, with two successfully running branches in Raja Park and Malviya Nagar. Initially, I was able to establish three outlets in quick succession within a couple of years, but I soon realised that sustainability and excellence rely more on quality than scale, which is why I chose to consolidate and focus on two. For the initial six months, I retained my job alongside running the business, which offered immense financial stability during the early stage of operations. Expanding taught me one of the most profound lessons, launching a business is relatively easy, but maintaining consistent quality demands vigilance, dedication, and constant reinvention. Since I come from a family with no entrepreneurial background, I had to learn the fundamentals independently and explore every dimension of business strategy myself. After years of perseverance, Indorilal Sandwichwala now proudly offers a diverse range of sandwiches, almost every variety one can think of or imagine, and continues to serve countless food enthusiasts who appreciate authentic flavours.
Question: What makes Indorilal Sandwichwala different from other food outlets?
Answer: The foremost distinction is that we are Jaipur’s first dedicated and exclusive sandwich outlet, which inherently sets us apart in the city’s food landscape. Beyond being a pioneer, the authenticity of our raw materials is another defining feature, we source original and superior-quality ingredients directly from Indore to retain the signature taste. We strongly refrain from any form of adulteration, which is one of the key reasons our customers return repeatedly and develop long-term loyalty toward the brand. Our approach to preparation is also unique; I personally oversee the presentation and flavour profile, and on most mornings, I prepare the dishes myself to ensure absolute consistency. Additionally, every chef on our team undergoes training under my guidance before they begin working, so that both technique and taste remain aligned with the brand’s ethos.
Question: You stated that you left your job and then started the business. What do you think about that transition? How did you manage it and are you satisfied with that decision?
Answer: A business is not driven by financial investment alone, it also demands a clear understanding of stock and resource management, profitability, market behaviour, feasibility, and operational resilience. Therefore, such a transition must be carefully thought through. Before launching my venture, I undertook formal business training in Indore. Although I belong to Indore and have an inherent understanding of the city, Jaipur was an entirely new terrain for business, so I had to thoroughly explore and learn the market pulse here as well. After successfully launching two outlets, I attempted a third store along with a franchise unit, but due to operational challenges, I eventually had to discontinue them. This experience reinforced my belief that financial security, along with a strong command over business functioning, is the real foundation of entrepreneurship. While my corporate job offered routine and predictability, entrepreneurship requires self-discipline, constant creative thinking, and personal accountability. In business, motivation does not come from external deadlines but from self-commitment, otherwise, complacency easily creeps in.
Question: What are the brand management techniques or methods you utilise for increasing your customer base?
Answer: The most fundamental strategy is understanding the pulse of the city and its people. Jaipur has a food culture where many prefer mildly spiced flavours, although individual preferences may vary. In the initial phase, nearly four out of ten customers would offer constructive feedback, and these inputs helped us significantly improve and diversify our offerings. Today, our menu caters to a wide range of spice levels and tastes, ensuring inclusivity. While social media is undoubtedly a powerful marketing tool in the current era, nothing compares to organic brand building through word-of-mouth. In our case, most customers who visit us once tend to return repeatedly and eventually become long-term patrons, and that loyalty is the strongest reflection of brand trust.
Question: What do you think about the changing food culture?
Answer: Food culture, by its very nature, thrives on innovation. Even with traditional dishes such as dal, minor enhancements in preparation or technique can refresh the experience and prevent monotony. Without periodic reinvention, there is a risk of stagnation, which ultimately affects sales and customer engagement. Whether it is Italian, Mexican, Mediterranean, or local Indian cuisine, creativity is the defining factor that keeps a brand relevant. At our outlet too, we regularly experiment with flavours and presentation because bread offers universal adaptability across cuisines. If you look at Indore, it is widely known for its inventive approach to food, the spirit of ‘jugaad’ has always been a part of its culinary identity, and that influence also inspires us.
Question: What are the different kinds of sandwiches you serve to the foodies?
Answer: We offer an extensive range of sandwiches, from classic cheesy and jam-based varieties to our specially curated dessert sandwiches. Our menu extends far beyond the conventional, including options like milk and white chocolate sandwiches, pizza sandwiches, corn-based preparations, and even ice-cream sandwiches. One of our most popular innovations is the special sev-tamatar sandwich, which reflects the Indori flavour palette. I recall a particular incident when a customer, who had just landed in Jaipur around midnight and had a connecting flight soon after, called us specifically for one of our dessert sandwiches. Since the staff was unavailable at that hour, I personally prepared it because I believe personal involvement creates an emotional connect with customers and enhances brand loyalty.
Question: What were the challenges or obstacles you faced in business expansion?
Answer: The food industry is heavily chef-dependent, and securing a skilled and committed culinary team becomes one of the biggest challenges. Trained chefs often demand high salaries, and many leave abruptly, which disrupts consistency and forces the training cycle to begin again. Furthermore, a business takes years to establish its identity and credibility in the market. In the case of franchise models, profit-sharing sometimes becomes a concern, especially when operational lapses affect quality at the partner outlet. Even though the brand sets up the infrastructure and supplies the raw material, if the standards are compromised, it results in financial loss and reputational damage. In this industry, both brand value and relationship management play a crucial role, if either is neglected, growth becomes difficult.
Question: What is your future vision for Indorilal Sandwichwala?
Answer: At present, our primary focus is on consistent innovation and meaningful collaborations that can add value to the brand. We aim to integrate with other food ventures to expand our culinary footprint while maintaining authenticity at every level. Additionally, we are working on diversifying the menu by introducing a wider variety of Indori-inspired dishes such as Poha and Sabudane Ki Khichdi, creating a more holistic representation of Indore’s food culture within Jaipur’s evolving gastronomic landscape.
Question: Lastly, what advice would you like to give to young foodpreneurs?
Answer: My foremost advice is to always seek guidance from experienced mentors before stepping into entrepreneurship because business is far more demanding than it appears from the outside. If you are the first in your family to venture into business, it is wise to retain a job initially for financial security until the enterprise becomes stable. Clarity of vision is essential, as is a thorough understanding of the market and the operational nature of the trade. Proper training is indispensable. You must allow your business enough time and attention to grow while continuously innovating and developing new strategies. Consistent public engagement also plays a vital role. Above all, choose this field only if you are genuinely passionate about it because passion is what sustains you through challenges and enables long-term success.
Interviewed By:
Charu Bhatia
