Custom subgrid row names in jqGrid

Question

I've been looking for a way to specify the cell name for sub-objects in jqGrid, however I have not reached any information in the documentation. For example, my JSON result might look like this:

{
    'id': 32,
    'company': 'Best Company Ever',
    'subaffiliates': [
        {
            'id': 13,
            'company': 'Second Best Company Ever',
            'subaffiliates': []
        },
        {
            'id': 17,
            'company': 'This company is questionable.',
            'subaffiliates': [
            {
                'id': 64,
                'company': 'Luckily, they bought this better one.',
                 'subaffiliates': []
            }
            ]
        }
    ]
}

I am wondering how to set up a basic jqGrid that is able to use "subaffiliates" as a subgrid. I have the rest working, but specifying the title of the subgrid is the part that is confusing me.

Thank you all!