Mitul Shah, 38, reportedly offered himself as hostage to the terrorists to facilitate the escape of young children taking part in a TV cooking competition at the Westgate mall that was stormed by Al Shabab militants.
The Foreign Office today confirmed six Britons, including Shah, were among the 72 people known to have been killed in the four-day attack. It said it cannot rule out the possibility of further casualties.
"Our thoughts are with the family at this difficult time," a Foreign Office spokesperson said.
Dipak Shah, a director of the company, said colleagues were feeling a "profound sense of loss" and offering their sympathies to his wife Rupal and two-year-old daughter Sarai.
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"We are in constant contact with them. They are devastated, as are we all. He was there with the kids, as a representative as we were a sponsor of the programme," he told the 'Evening Standard' from Nairobi.
"It was a heroic and brave act - a true reflection of his soul. He was a wonderful person who always went out of his way, beyond the call of duty, to help others," he added.
Forensic experts have been combing the complex, looking for bodies and clues, since the siege ended on Tuesday.
Eleven people have been arrested in connection with the attack, which the Al Qaeda-linked Somali group has claimed responsibility for.