The NSPCC is the UK’s leading children’s charity. For over 100 years the charity has fought and campaigned to eradicate child abuse. In his auto-biography ‘The ‘Real Deal’, James sets out his journey from Lahore, to Brick Lane to international boardrooms and details the strong family values that gave him security and insights as a child, as he made his way in life. These values were intrinsic to his world view from the start and his commitment to children’s welfare and well-being has grown stronger and deeper as James became a parent himself.
James knows all too well the importance of caring and nurturing children and protecting them from harm and exploitation. The welfare of children is an issue that James is wholly committed to and he continues to campaign to join with others to make a difference. James is directly involved with the NSPCC and has put his business acumen to good use as a member of their Fundraising Committee.