Just over 40 years ago Tony Deep Wouhra MBE and his brothers spotted a gap in the food market after the surge of immigration to the UK from the sub-continent in the 50s and 60s.
Seeing growing demand and limited supply of ethnic food products, they set up East End Foods in Wolverhampton.
They opened a small shop and began door-to-door delivery. The interest grew, as did the business.
The company moved into wholesale, based in two units in Wolverhampton, guided by their father’s mantra – “never sell anything you wouldn’t eat yourself.”
The business moved into Birmingham in the in the 1970s, establishing a base in Highgate supplying Indian restaurants, stores and independent retailers.
Today, East End Foods is one of the leading suppliers of Asian food in the UK and European markets.
It employs around 325 staff at its base in Kenrick Way, West Bromwich, including 23 members of the Wourha family. The company turns over more than £180 million a year.
Winners of the 2013 Asian Business of the Year award, East End Foods opened the largest rice mill in Europe in 2006 and has a distribution centre in Smethwick.
The company has a philosophy of using the best raw materials and producing food in a sustainable way.
The firm produces 75 per cent of its own energy requirements and will soon open the first urban farm in the city on the site of the former HP Sauce factory.
That site also includes a cash and carry and a hotel.
Tony Deep Wouhra came to the UK in 1961 from Delhi where he was a science student. He was just 18 and had never ventured outside the country before.
He settled in Wolverhampton where he met his wife Barbara.
In 2000 he was awarded the MBE for services to ethnic food.
He has been presented with Lifetime Achievement awards in the English Asian Business Awards and the Birmingham Post Business Awards.