Brothers Paul and Pinda Cheema, who run Malcolm’s Stores Costcutter in Coventry, have won the Responsible Retailer of the Year award, supported by Imperial Brands, at the prestigious Asian Trader Awards ceremony held in London on November 5.
The Cheema brothers take retailer responsibility to an entire new level, fighting for each and every retailer across the UK, being utterly devoted stamping out unsociable behaviour and the illicit tobacco and vapes trade, to the extent that they hired a fraud team to go round 32 local stores and discovered all of them were selling illegal products.
Now they are working with local council and MP to take further action on a wider scale.
Paul is also an active campaigner against the proposed Tobacco and Vapes Bill, calling out the dangers of the Bill for the convenience sector.
“Abuse of convenience store workers is already at an all-time high and forcing retailers to challenge customers for ID well into their adult years will only make this worse,” he notes. “My team members aren’t just employees - they’re family. They shouldn’t have to face anger and intimidation just for doing their job. That’s why I’ve taken action to give our sector a voice.”
Trade Minister Sir Chris Bryant delivering his keynote address at Asian Trader Awards 2025
Trade Minister Sir Chris Bryant, who worked at a newsagent as a teenager, attended as the chief guest at the ceremony, which celebrated excellence in convenience retail across the UK.
Drawing on his own early experience, he spoke about the hard work and long hours that go into running a local store – a sentiment that clearly resonated with many in the audience. Now in its 36th year, the event continued its tradition of recognising outstanding achievements in the sector.
TV presenter Nikki Bedi hosted the event, which also saw 14 other retailers being honoured in different categories.
Asian Trader Awards 2025 ceremony held at Park Plaza London
United Wholesale’s depot in Rainham, Essex won the Wholesale Depot of the Year award. Six new product launches from the last year, voted for by the retailers, were also feted.
Ramniklal Solanki Editor’s Award, instituted in the memory of Ramniklal Solanki CBE, founder of Asian Trader publisher Asian Media Group, went to Andrew Yaxley, Chief Executive Officer, Booker Group.
The event also raised funds for Lepra, a charity that supports people affected by leprosy.
Winners of Asian Trader Awards 2025
Winners List 2025
- Ram Solanki Editor’s Award: Andrew Yaxley, Chief Executive Officer, Booker Group
Product and Manufacturer Awards
- Snack Brand of the Year: Cheez-It (Kellanova)
- Soft Drinks Brand of the Year: Dr Pepper Cherry Crush Zero Sugar (CCEP)
- Confectionery Brand of the Year: Swizzels Refreshers Tropical Chew Bar (Swizzels Matlow)
- Vape and Next Generation Brand of the Year: Nordic Spirit Flavours (JTI)
- Lager, Beer and Cider Brand of the Year: Inch’s Cider (Heineken)
- Grocery Brand of the Year: McVitie’s Chocolate Digestives (pladis)
Asian Trader Awards 2025
- Responsible Retailer of the Year supported by Imperial Brands: Paul Cheema of Malcolm’s Store, Coventry
- Wholesale Depot of the Year supported by Tilda: United Wholesale Rainham, Essex
- Convenience Chain of the Year: Sajeev Gowrinathan of Budgens Tarvin in Cheshire
- Best smokeless alternatives Retailer of the year supported by VELO: Guna Sud of Premier RaceTrack, Wishaw
- Bakery Retailer of the Year supported by Warburtons: Noel Kavanagh, Kavanagh Ltd, Budgens Belsize Park, London
- Next Gen Award: Karan Patel of KP's Mini Market in Leeds
- World Food Retailer Award supported by Tropical Sun: Sajeev Bada, Asian Afro Grocery Store
- Independent Retailer of the Year supported by Booker: Girish Jeeva of Girish's Premier in Glasgow
- Food to Go Retailer of the Year supported by KP Snacks: Kopinath Kalanathan, Freshgos Londis in Doncaster
- Spirit of the Community Award supported by Mondelez International: Iwan Jones, Siop Glyndwr Costcutter, Gwynedd, Wales
- Symbol Retailer of the Year supported by Bestway: Nish Patel, Costcutter Canterbury
- Off Licence of the Year supported: Kaual Patel, Torridon Nisa Local, Lewisham
- Impulse Retailer of the Year supported by pladis: Andy Campbell, Go Local Extra, Cheadle
- Local Hero Award: Dhanji Halai, Best One, Rotherhithe
- Businesswoman of the Year supported by Philip Morris Ltd: Julie Kaur of Premier Jules, Telford
- Asian Trader of the Year: Jeyaseelan Thambirajah, Premier Queen Street, Sheffield