Britain's second largest supermarket chain, Asda, has launched a line of Indian clothing in the first such move by a high street retailer in the country.
The 13-piece collection, including sequined embellished salwaar kameez, churidar, kurta and dupatta, is being launched to coincide with the start of Eid festivities.
Part of the George line, the clothes have been designed with a team in India, and are made using authentic Indian materials. The store also received inputs from a panel of customers.
Priced at between seven and 26 pounds, the clothes are suitable for all customers, not just South Asians, George brand director Fiona Lambert said.
"We are extremely proud to be launching UK's first mainstream range of traditional Asian clothing. We have the broadest socio-demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers," Lambert said.
The Indian clothes are to be rolled out in 21 Asda stores in Britain.
Brianna Ragel, editor of Asian Woman magazine, said: "This definitely marks a turning point for ethnic clothing on high street."
Wal-Mart, Asda's US parent company, launched a Bollywood-inspired collection in Canada earlier this year.