Noon, a nickname he formally adopted at an early age, began his working life at the age of eighteen. His father, who belonged to Rajasthan, had died young. His mother was a native of Shiraz, Iran, from where she came as a child with her Sufi father.

Noon took over the family confectionery business in the late 1950s and, within the next five years, had built up Royal Sweets into a household name in Bombay. Other companies followed, now managed by his brother, but in 1970 Noon left Bombay to set up a Royal Sweets factory in West London. In 1980 he moved again, this time to New York, where he did extensive research, with the backing of the Taj Group of Hotels, into the technology required for the bulk manufacture of Indian frozen food. In 1984 he returned to London to expand his confectionery business and assess the market for Indian ready meals.

In 1988 he founded Noon Products plc and established a factory for frozen and chilled Indian meals, using sophisticated technology which allows them to turn out more than a million meals a month without loss of authenticity or quality .The company's customers include multi-national chain stores. In particular, Noon enjoys a special relationship with the renowned food retailer J. Sainsbury plc. Other clients include Waitrose, Forte group and others.

Noon retains strong links with India, particularly with his ancestral home in Rajasthan, where he has many charitable interests. He continues to support two hospitals built by his family in the 1930s. A passionate believer in education, he gives many educational grants to the under-privileged.

His main recreation is cricket and he is a regular player on the Noon Products Cricket Club (NPCC) team during the season. A keen athlete, he heads a special committee to modernise and expand the facilities at the Indian Gymkhana Club in West London.

He was appointed a Justice of Peace in Bombay in 1969.

He is a Director of the West London Training Enterprise Council ( Ealing, Hounslow, Hillingdon and Richmond-upon-Thames ) of the Board of Trade and is often called upon to speak to young entrepreneurs.

He is Chairman of Noon Products plc; Managing Director of Bombay Halwa Ltd (Royal Sweets); Director of Taj International Hotels Ltd; Director of Obydon Ltd (Bombay Brasserie).