ROLESH SHAH, A SELF-MADE ENTREPRENEUR STARTED NEW FREEZELAND IN 1983, AS A SMALL ROADSIDE SANDWICH & COFFEE SHOP IN THE LANE OF THE FAMOUS GLS COLLEGE IN AHMEDABAD, GUJARAT, INDIA. HE IS THE PIONEER IN INTRODUCING A CULTURE OF PREMIUM GRILLED SANDWICHES & GRILLED CLUBS IN AHMEDABAD. ALL THE RECIPES HAVE BEEN CAREFULLY CRAFTED BY HIM EVER SINCE THE BRAND’S INCEPTION.