East End Foods boss named Asian Business Chamber president

The chief executive of one of the UK’s biggest wholesale businesses, based in the Black Country, is the new president of the Asian Business Chamber of Commerce.

Jason Wouhra
Jason Wouhra

Dr Jason Wouhra has taken over the role from Wow Group chief executive Qasim Majid, who has served as ABCC president for two years.

He is joined by disability rights advocate Shani Dhanda, who was also named as this year’s Future Face of Greater Birmingham, and Aftab Chughta, a prominent businessman who runs department store Aftabs in East Birmingham, who will serve as the chamber’s vice-presidents.

Four new committee members also joined the chamber’s council during its annual meeting including Mani Hayre from Mani’s Madness, Pam Sheemar from Natwest, Sajid Gulzar from Prince Albert Community Trust, Kiran Johal from Novotel Hotel and Sally Walder from Amplify.

Dr Wouhra is the chief executive of the recently established Birmingham-based Lioncroft Wholesale, which trades as East End Wholesale Stores.

It has bought the former East End Foods’ wholesale division, including depots in Smethwick and Aston.

Dr Wouhra also holds a number of prominent positions across Birmingham including being a governor of Aston University and non-executive director of University Hospitals Birmingham NHS Trust, as well as past and present chairmanships of the West Midlands India Partnership, The Institute of Directors, Library of Birmingham Advisory Board, Birmingham Child Poverty Commission and Aston University Development Board.

He joined former family firm East End Foods in West Bromwich after completing his law degree in 1998 and was director and company secretary until the company’s sale to a private equity firm in 2019.

However, he and his father Jas Wouhra retook charge of the wholesale business earlier this year.


“I’m delighted to be appointed as president of the ABCC, having been involved with the chamber and ABCC for many years through my business life," said Dr Wouhra.

“This is a particularly challenging time for businesses and communities, especially with the current Covid-19 pandemic, the impact of which we have all experienced in recent months.

“The ABCC represents a vibrant business community in the region, a community which contributes a huge amount to the regional economy and has done so for decades.

“We represent a vast cross-section of the region’s diverse group of businesses and I am proud to have the opportunity to help develop and support all of the very valuable work which has been achieved by the ABCC over the years.

“I would like to thank my predecessor Qasim Majid, his committee and director Anjum Khan for the sterling work they have done to promote diversity in the region and beyond. I very much relish the opportunity to build on their achievements and take the ABCC to new heights. A very exciting challenge indeed.”

Paul Faulkner, chief executive of Greater Birmingham Chambers of Commerce, of which ABCC is part of, said: “Jason is a very highly-respected, knowledgeable and prominent business figure within Greater Birmingham who I have had the pleasure of knowing for many years, and I am confident that he will be a great president for the ABCC.

“The ABCC and the Greater Birmingham Chambers of Commerce group are thrilled to welcome Jason on board as the new president, and I am very much looking forward to working closely with him and his executive committee on their exciting plans over the coming period.”

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