In the bustling lanes of Delhi’s Kashmere Gate metro station, where thousands of commuters rush by every day, a small 6×6 ft shop became the birthplace of a revolution in India’s quick-service restaurant (QSR) industry. It was here that Hemant Khatana, a Delhi University graduate and former UPSC aspirant, started SUB91, a homegrown Indian submarine sandwich chain that’s now challenging the global giant Subway, and doing it on Indian terms.
Hemant’s journey has been anything but conventional. After graduating in 2014, he began his career as a Sub-Inspector in 2015, a stable government role that many dream of. But Hemant had an entrepreneurial itch that wouldn’t let him settle. “I always wanted to build something of my own,” he recalls. He left the job to prepare for the UPSC exam, even making it to the interview round with the P.K. Joshi Board in 2018, but fate had other plans.
After a brief corporate stint at Accenture, Hemant once again decided to take a leap of faith. “When I saw Subway dominating the Indian market since 2002, I wondered why there wasn’t an Indian brand offering something similar — tasty, healthy, and affordable,” he says. That thought planted the seed for SUB91, which he co-founded with Himanshu Choudhary in 2022.
Starting from that tiny 6×6 ft outlet at Kashmere Gate metro station, SUB91 quickly caught the attention of customers looking for a healthy yet pocket-friendly meal option. Their unique proposition of a live kitchen model, freshly baked bread, and affordable pricing struck a chord with India’s urban youth. “Our customers loved watching their sandwiches come to life. It built trust, transparency, and a sense of freshness,” says Hemant.
The brand’s growth has been nothing short of remarkable. In its first year (2022–23), SUB91 clocked a revenue of ₹65 lakhs. By 2024–25, that number had skyrocketed to ₹4.3 crore, with 11 stores now running successfully across key Indian locations.
What sets SUB91 apart is its low-capex business model. Unlike global QSR brands that require massive investments, SUB91 offers franchise opportunities with low business investment and high returns, making it an attractive proposition for budding entrepreneurs. Its focus on menu diversity, quality, and healthy, fresh ingredients continues to drive its popularity among India’s fast-evolving, health-conscious consumers.
“SUB91 isn’t just a brand; it’s an idea that healthy food can be accessible and affordable for everyone,” Hemant shares. As the brand eyes further expansion across India, its mission remains clear: to redefine the way India eats on the go.
With its live kitchen, fresh and healthy options, and franchise-friendly model, SUB91 is not just competing with international giants. It is setting a new benchmark for Indian QSR brands.
