This year marks a significant milestone for one of Mumbai's most beloved sweet institutions. Brijwasi Sweets celebrates its 80th anniversary, a journey that began not with confections, but with simple, unlimited thalis in the bustling lanes of Kalbadevi. Founded by a Marwari family from Mathura, Brijwasi is credited with introducing the city to the delights of Bengali sweets, building an empire frequented by film legends and commoners alike.
From Bhojanalaya to Mithai Empire: A Humble Beginning
The story starts in 1946, when Ramswaroop Goyal arrived in Bombay from the sacred city of Mathura, accompanied by two of his sons. Spotting an opportunity in Kalbadevi's thriving business district, they opened a modest bhojanalaya on December 1, 1946. For just 10 paise, patrons could enjoy unlimited vegetarian thalis with pooris, aloo sabji, raita, and a traditional sweet, often served on mats with low seats called paats.
The sweet revolution began a few years later when Bankelal Goyal travelled to Kolkata. Enchanted by Bengali sweets, particularly rasgullas, he brought a skilled karigar back to Bombay. This masterstroke led Brijwasi to start selling rasgullas and malai sandwiches, effectively introducing Bengali mithai to the city's palate. Their unique door-to-door delivery of rasgullas in handis, with a simple request for feedback, earned them the affectionate nickname 'Rasgulle wali dukan'.
A Star-Studded Legacy and Sweet Expansion
Brijwasi quickly became a magnet for Mumbai's glitterati. Raj Kapoor was famously fond of their motichoor ladoos, visiting personally to buy them. The legendary actress Nargis Dutt adored their rasmalai, with orders sent to her car. Wrestling icon Dara Singh would arrive with his entourage, consuming a kilogram at the counter while more was packed.
From the 1950s to the 1970s, the brand expanded rapidly. They purchased an adjacent shop to start Brijwasi Dugdhalaya, supplying masala milk in bottles to RK Studios. Their menu grew to include pedas, barfi, dry fruit mithais, and festive specials. By 1975, Brijwasi had around 30 outlets across Mumbai, standing tall among the city's mithai giants like Chandu Halwai and Ghasitaram.
Navigating Change and Preserving Tradition
Like many family-run businesses, Brijwasi faced a split in 1979. Today, the trademark and copyright are held by Mahendra Goyal, 73, the third-generation custodian, who had the foresight to register the brand in 1979 using his pocket money. He now runs the business with his sons, Pratik and Anuj Goyal.
To distinguish their lineage amidst other family-run shops using the name, they now brand their stores as 'Brijwasi Sweets – The Original, Bankelal Group, Est. 1946'. The current generation has focused on modernization—implementing staff training, digitized operations, loyalty programs, and early adoption of delivery platforms. However, they fiercely guard the original recipes and sourcing. "Our kesar still comes from Kashmir. Our milk comes from the same vendors for decades. You can taste the difference," asserts Anuj Goyal.
Signature items like rasmalai, malai sandwiches, motichoor ladoos, kaju katli, and samosas remain perennial favourites. Looking ahead, the family aims to aggressively expand. From the current 11 stores under their banner, they plan to double their presence to over 20 outlets, combining physical stores with delivery kitchens. Anuj Goyal confidently targets 50 stores within the next five years, ensuring that the sweet legacy born in Kalbadevi eight decades ago continues to grow and delight future generations of Mumbaikars.
