East End Foods, a British company based in Birmingham is exporting spices back to India! In a “coals to Newcastle” situation, Jason Wouhra, a director of East End Foods, is quoted in The Hindu newspaper. “At the moment, we have contracts with shops, hotels and restaurants in places such as Delhi and the Punjab. But we can see a huge market potential to expand massively. This is only the beginning,” he said. Two executives from the company had travelled with Cameron’s biggest-ever UK trade delegation to sign the contracts in India.
The British Prime Minister has set a target of doubling trade with India by 2015 and has pegged small and medium-sized enterprises (SMEs) such as East End Foods as the key to achieving that growth. Mr. Wouhra, who was recently appointed chairman of the business group, Institute of Directors West Midlands, believes innovation can bring the Midlands, and Britain, out of recession. East End Foods, which supplies to 80 per cent of independently owned Indian food shops in Britain and many of the supermarket chains, was set up in Wolverhampton 40 years ago.
