A Coalville shopkeeper has been giving away freebies to local schoolchildren as a 'thank you' gesture to the community which welcomed him.

A long queue formed outside Bridge Road News last Wednesday, as owner Jasnit Khaneja treated pupils from the nearby schools.

It was the second year running that Jasnit - known as Jas - had made such a gesture - and he says it is his way of giving back to the neighbourhood that he has become a part of.

He started the business four years ago and says he believes strongly in providing a service that people can trust.

Jas told Coalville Nub News: "Last year, we gave out 100 ice creams and this year it was candy floss.

"It's become like a little ritual, a tradition at the end of the school year."

Jas explained why the bond between him and his customers is so strong.

He added: "I started the business four years ago with an empty shop - literally building it up everyday day to day and carried on going. 

"I was 26 and putting in long hours, but the only thing that got me through it was the local community, appreciating the way I run my business. 

"They didn't want it to be a place where you might get ripped off. It needed to be a safe space for the community where they can come in.

"Some people send their kids on their own because they feel safe with our staff. They know they'll get the right change back and things like that. 

"And then each year we thought, we have a rush hour time for the kids of between 3-4pm every day. So, this was my thank-you to them. 

"My staff have also been the driving force as well. Liz Bevins works here and is really big on doing things for the kids as well. We have Gabby and Lennon here as well. So we got the right team together, and we do something every year now. 

"Last year, it spread on Facebook and it was the same this time. We just do it just to make everyone happy. It's something to be excited about.

"This year we did a lucky dip where you pay 50p and you win something every time. But every year we give something away for free.

"So it really stays with the kids. They'll remember the shop that gave free ice cream.

"We're thinking popcorn for next year. But we'll have to manage the queue as well, because it was literally from the shop all the way around to Belvoirdale.

"I've got a really good relationship with the head teacher. But we get students in from Newbridge as well.

But Jas says the gesture is also a personal one.

He said: "The people in the community welcomed me as well. I'm from Derby originally, but I live in South Leicestershire now.

"But I find that people outside of Coalville have the wrong impression about the town, which I absolutely hate.

"When you actually come here, it's one of the loveliest places you'll ever go. Everyone is so down to earth and so nice to you.

"I've made some lifelong friends. The staff are like family to me.

"I want this to be the best corner shop, not just in terms of business, but I also want people to remember it in 10-15 years time.

"Even if you've made someone happy once, like giving them a free ice cream, it goes a long way with people. "They give me me all year round support. So why can't I do something for them for just one day?

"I like to make sure local businesses can survive nowadays. If you're trying to compete on price with the supermarkets, you're just not going to make it. So, you've got to have a strong bond with the community and you're making sure you're giving back with added value."

Jas also runs a mortgage business. Photo: Coalville CAN

Jas says, by doing something like this, the support works both ways.

He added: "We might earn a little bit less for a day. But everywhere around us is happy. The business will continue for a longer period of time. The longer it continues for the more we can do these things."

But the shop is not the only business Jas runs - and he wants that to have an effect locally as well.

He added: "I've always been a mortgage advisor. I've got an office behind the shop. My goal has been to get the young crowd in Coalville on the property ladder. To make them know it's doable. 

"People have said to me that, if I didn't push them to do it, and they didn't have that conversation, they wouldn't have been owning a £150,000 house now."