Spotlight on Jason Wouhra OBE

Spotlight on Dr Jason Wouhra OBE, published in the January 2025 issue of Cash and Carry Management magazine

What have been your biggest achievements in work and outside work?

Being awarded my OBE was an incredibly proud moment, for me and for my whole family. I was awarded it by the now-King, it really was a very special moment.

In 2024 I became Chancellor of Aston University, and this has been a source of great pride for my family and I. When I was installed in the summer, I became the first Sikh university chancellor in Europe, and the youngest. The joy this role gives me is vast – it takes me into such a different world, expanding my experience and knowledge. I have always loved to learn, and I am continually inspired by the vast array of people I meet in this role.

I am also incredibly proud of how we continue to build and develop the team at Lioncroft. We are always looking at how we improve our offering in the marketplace and our business operations. Customer feedback is essential, and it is this insight that shapes how we continually move forward.

What did you want to be when you were growing up?

Growing up, I wanted to be a barrister. I have no idea why, but I suspect I was inspired by seeing it as a career on the television. It seemed the most glamorous job, complete with robes and plenty of theatrics. I loved how a barrister would identify an argument, or a problem, and proceed to take it apart in order to find the solution.

What are your interests outside work and how do you maintain a work-life balance?

I am continually fascinated by people and I love meeting new and interesting people from a variety of different backgrounds. I really enjoy getting involved in all kinds of things, from the Chamber of Commerce to things taking place in the city. I also love art, I continually see work and life overlap. I don’t try to maintain a balance between them, it’s just life!

How would you describe your personality and what approach do you take in business (and in life)?

I’ve always been very driven and ambitious, even as a child. I’ve never felt under pressure to conform and have always been able to follow my own path. When it comes to knowing the right decision to take, I rely on my instincts. This doesn’t mean that I’m always right, but I know I can take action to fix it if I made the wrong decision.

I am resilient and adaptable, which I think are two traits that are integral if you are running a business. You have to be able to make decisions and move quickly, and of course, pick yourself up and dust yourself down if things don’t go how you’d expect. I can always find a way forward.

What has been the biggest challenge you have faced (in work or outside work) and how did you overcome it?

Buying the cash and carry business back in 2020 was a huge challenge, in every way, but my gut told me it was the right thing to do. Once the sale was complete, the work really began as we focussed on setting up the business from scratch, assembling the right team and sharing our vision for the business and its future. I believe firmly in sharing my passion and commitment to the business with my team as this is how you take people with you.

What is your favourite film, book and song/piece of music?

I absolutely love James Bond films. The best James Bond in my opinion was Roger Moore, followed by Daniel Craig.

Arnold Schwarzenegger’s Be Useful: Seven tools for life was a fantastic read, really insightful and inspirational.

As for music, I have decidedly eclectic taste and love all kinds of music from Coldplay to Led Zeppelin.

If you won a holiday, where would you go and who would you take with you?

I don’t think you can beat the Cote d’Azur for stunning scenery. My wife Daali and I love visiting Cannes, Nice and Monaco, so this would be top of our list.

What would people be surprised to know about you?

I really love to cook and my speciality dish is a full English breakfast, but with a twist. Rather than a fried egg, I mix it up, literally, to make an omelette with onion, chilli and coriander. Delicious!