Basunia
Two businesses. One trusted name.
London · United Kingdom

Built from the inside.
Trusted from experience.

Founder-to-founder advisory for FMCG and consumer brand builders. Plus practical, no-nonsense accountancy for growing businesses. Both from someone who's actually been there.

Taz Basunia
14
Years founding & running a consumer brand
8+
International markets entered
20+
Premium & grocery retailers landed
FCA
Fellow Chartered Accountant · PwC trained
ICAEW
Institute of Chartered Accountants in England & Wales
Virgin Airlines Selfridges Harrods Whole Foods Harvey Nichols Asda Holland & Barrett Hong Kong Singapore Japan Saudi Arabia Virgin Airlines Selfridges Harrods Whole Foods Harvey Nichols Asda Holland & Barrett Hong Kong Singapore Japan Saudi Arabia
Division 01 — Founder Advisory

I've built it, broken it, scaled it & sold it. Now I help you do it.

Interim and fractional support for FMCG and consumer brand founders, sub-£5m revenue. Commercial, financial, and operational expertise from someone who's actually lived the journey.

Who I Work With

For founders who've raised the money. Now they have to make it work.

The £500k–£5m revenue band is where most consumer brands either find their stride or quietly run out of road. The gap between "promising brand" and "real business" is paved with decisions founders are rarely equipped to make alone.

i.
You've landed your first big retailer
Whether it's your first major supermarket like Asda or a premium independent — getting the listing is only the start. Managing listing fees, navigating promotional cycles every six months (which catch founders off guard), knowing what marketing to do, and how to engage buyers effectively — that's where the real work begins.
ii.
Cash is tight but ambition is bigger
You've raised an angel round, perhaps a seed. The runway is real but finite. Working capital, gross margin, factory MOQs and DTC vs grocery economics need somebody who's solved them before. I had my finger on the pulse every single day — and always maintained a 12-month runway to plan for anything, including the unexpected.
iii.
International is calling — and confusing
So many foreign markets, so many pitfalls. You need to know where to prioritise and where to focus. There are red herrings everywhere. You need to know how to deal with payment terms — everyone will want credit, and that's not always the way to go. I've navigated eight markets so you don't have to repeat my mistakes.
iv.
You're scaling — but not professionalising
You're still the brand, the buyer, the bookkeeper, the recruiter. The team's growing but the operating model isn't. From the start at Jealous Sweets, I utilised my experience at PwC to help build us the right foundations. Now more than ever, using AI, you can generate processes and systems that scale your business very fast. I'll help you install the rails.
How We Work Together
Engagement 01
Corporate Advisory
Quarterly · Equity-led arrangement
A board-level seat and ongoing strategic input. Monthly calls, board attendance, and an open line when you hit a wall. For founders who need wisdom alongside the right structure. Equity-only or hybrid arrangements considered.
Engagement 02
Fractional
1–2 days per week · 6+ months · Monthly retainer
A standing seat at your table. I become the commercial, financial or operational voice you don't yet have on payroll — building the function, hiring its eventual owner, then handing it over cleanly.
Engagement 03
Sprint
2–6 weeks · Day-rate · Defined deliverable
A defined problem with a defined outcome. Buyer pitch prep, an investor deck, a margin diagnostic, a market entry plan. Ideal when you know what needs fixing and need it done properly.
Three Service Lines

Three places founders get stuck.

Engage one line, two, or all three — as a sprint or ongoing.

Service line 01
Commercial
"How do we sell more, in the right places, at the right margin?"
  • Retailer strategy & buyer-room preparation
  • Range architecture & SKU rationalisation
  • Pricing, promotion & trade investment
  • National Account Manager hire & coaching
  • International market entry — Europe, Asia, GCC, North America
  • Distributor selection, contracting & oversight
Best for: First major listings & international launches
Service line 02
Financial
"We're growing — so why is cash always tight?"
  • 13-week cash flow modelling & weekly disciplines
  • Gross margin diagnosis — channel, SKU and customer level
  • Working capital optimisation & stock cycle
  • Funding strategy: angel, debt, asset-based lending, grants
  • Investor decks & data room preparation
  • Board pack & KPI design for early-stage businesses
Best for: Pre-fundraise & cash crisis stabilisation
Service line 03
Operational
"The wheels are wobbling — how do we make this scalable?"
  • Co-manufacturer & co-packer selection
  • Supply chain design — UK and international
  • 3PL & warehousing strategy across channels
  • Operating model design as the team grows past 10
  • Process & system foundations (ERP, NPD, QC)
  • Contingency planning & supplier risk
Best for: Scaling past the founder-led ceiling
The Founder Behind It

I've sat in your chair.

I grew up in Kingston upon Thames, Surrey, and attended Tiffin Boys' School — one of the country's leading grammar schools. From there I read Mathematics and Statistics at Imperial College London, before joining PwC at their Southwark Towers office, where I spent six years specialising in Banking and Capital Markets.

For fourteen years I co-founded and ran a premium plant-based confectionery brand — Jealous Sweets — from a London kitchen table to listings in Virgin Airlines, Selfridges, Harrods, Harvey Nichols, Whole Foods, Holland & Barrett and Asda, and into eight international markets across Asia, the Middle East and beyond.

I personally raised over £1m in angel funding — every single shareholder in the business came via me. I negotiated bank facilities. I won a trademark fight against a much bigger company. I picked the wrong distributor and lived with the consequences.

I navigated the business through Brexit — our manufacturer is based in France, which created severe EUR/GBP currency exposure and supply chain disruption overnight. I steered us through COVID when the entire foodservice and travel retail sector shut down. And in early 2022, I managed the business through global commodity price shocks that saw sugar prices rise by over 40%, hammering our cost base at a time when we could least afford it.

That grounding gave me deep insight into entering any business and understanding where all the risks are — assessing the cradle-to-grave scenario from start to finish, identifying where processes and systems are strong, where they are adequate, and where they need improving. That framework applies whether it's finance, FMCG, or any sector I walk into.

That's not a CV — that's a curriculum. And it's why I now work alongside founders facing the same decisions, from the inside, not from a deck. No theories. No frameworks borrowed from McKinsey. Just hard-won, founder-grade judgement, sat next to you for as long as you need it.

Tahzeen "Taz" Basunia, FCA
Founder · TH Basunia
Taz Basunia presenting Jealous Sweets
Taz · Presenting Jealous Sweets
Jealous Sweets product range
Jealous Sweets · Product Range
Taz Basunia with Richard Branson at Virgin Media Pioneers Pitch2Rich
Virgin Media Pioneers · #Pitch2Rich
"The thing about Taz is he's been in the room when the buyer says no, when the bank says no, when the co-founder walks out, when Brexit rewrites your supply chain overnight, when COVID shuts your market, and when commodity prices go through the roof. You can't fake that kind of presence in a meeting."
Division 02 — Accountancy Services
Division 02 — Accountancy

Clear numbers. Plain advice. No jargon.

FCA-qualified, PwC-trained accountancy for sole traders, startups, and growing businesses. Practical, accurate, and always explained in plain English.

What We Offer

Everything a growing business needs.

Delivered with the same rigour we applied running a scaling brand — because we know what matters to a business owner.

Our accountancy practice is grounded in Big Four experience. Taz trained at PwC, Southwark Towers, London Bridge between 2000 and 2006, specialising in Banking & Capital Markets. His client roster during that time included JPMorgan, Citigroup and Lloyds Banking Group. That depth of technical grounding, combined with fourteen years running a real business, means you get precision and practicality in equal measure.

📊
Annual Accounts
Statutory accounts prepared and filed accurately for sole traders and limited companies, on time, every time.
🧾
Self Assessment
Personal tax returns handled properly — straightforward or complex, we take care of it from start to submission.
🏢
Corporation Tax
Corporation tax computations and CT600 returns prepared accurately so you pay what's due — nothing more.
📋
VAT Returns
VAT return preparation and timely filing with HMRC, keeping you fully compliant and penalty-free.
👥
Payroll
Reliable payroll processing for businesses of all sizes, including RTI submissions, PAYE compliance and auto-enrolment.
📒
Bookkeeping
Ongoing bookkeeping to keep your records clean, current and year-end ready — so nothing surprises you.
Why TH Basunia

A different kind of accountant.

01
Real Business Experience
We've built and run a global FMCG business ourselves. We understand the decisions behind your numbers, not just the numbers themselves.
02
Big-Firm Rigour, Personal Service
PwC-trained precision delivered with a boutique, accessible approach. You'll always deal with someone who knows your business.
03
Plain English, Always
No jargon. No surprises. Everything explained clearly so you can make decisions with confidence — not confusion.
Founder Advisory

Start a founder conversation.

An initial call costs nothing but an hour. If we're a fit, we'll know. If we're not, you'll leave with at least one useful idea.

Email Taz@thbasunia.com Phone 07980 449252
Accountancy

Get your numbers sorted.

Whether it's your first year or you're outgrowing your current accountant, we're happy to have a no-obligation chat about what you need.

Email Taz@thbasunia.com Phone 07980 449252
TB
TH Basunia — Let's Talk
Qualifying new enquiries