The launch of the George range, which Asda claims is the first of its kind available on the high street, is in response to demand from customers for authentic cultural clothing at affordable prices and Asda claim the range will substantial undercut traditional suppliers.
The 13 piece collection includes sequin and embellished Salwar Kameez traditional suits, Kurtas tunics, Dapata scarves and Churidar slim leg trousers. It has been designed in conjunction with a team in India and made with authentic Indian material.
Prices start from £7, with a complete suit for £26.
Asda says that typically independent retailers would charge up to £60 for similar suits.
The collection was designed with input from a panel of Asda customers. The clothing is not aimed solely at Asian shoppers and Asda says the styles are suitable for all cultures. The company is expecting to see a high demand from customers in anticipation of the Eid Islamic holiday.
Asda's parent company Wal-Mart, launched a Bollywood inspired collection in Canada earlier this year with a positive response from customers.