Hailing from the village of Kandore in the mountainous Azad Kashmir region of Pakistan, our founders come from a strong family farming tradition, where the know-how of producing quality produce has been passed down from generation to generation.
Having lost their father at a young age, the four brothers were adopted by their uncle Mohammed Hussein, whose values of integrity and hard work became instrumental in their success. Joined by the eldest son of their uncle, the now five brothers were to use their joint skillset to bring their vision to life.
Like many immigrants from the region, the brothers found themselves embraced by the entrepreneurial spirit. Having worked various jobs alongside their uncle since arriving in the UK, they founded a small grocery store in Lenton, Nottingham, in the 1990s. Often at the end of racially offensive jokes in mainstream culture at the time, the corner shop would lay the building blocks for one of the largest independent supermarkets in the UK today.