3 Mumtaz started life as an Indian restaurant in Bradford, West Yorkshire, in the UK. It was started by a son and his mother in 1979. A second brother –

who was a medical doctor – later opted to join the business. Mumtaz boasts Sir Alex Ferguson, various high-profile footballers and other celebrities as its customers. Her Majesty the Queen has eaten their food. There is now a second restaurant in Leeds and the business has diversified into Halal baby food (with 50 per cent of the sales going to non-Muslim customers) and a range of supermarket meals – starters, mains, desserts and breads.

Why has Mumtaz been as successful as it has with its strategic choices when there are numerous Indian restaurants in the UK?