A new Asian range of clothing has been launched in 21 Asda stores in the UK.

Supermarket chain Asda is introducing a range of authentic Asian clothing in 21 of its stores from this week.

Responding to demand from customers for affordable Asian clothing, the retailer has created a new range as part of the George at Asda line, designed in conjunction with a team in India, and made with authentic Indian materials.

The range consists of a 13-piece collection including sequinned embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers).

George Brand Director Fiona Lambert said: “We are extremely proud to be launching the 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.”

Prices for the clothes start at £7, with a complete suit for £26. According to Asda, independent retailers would typically charge up to £60 for similar suits. The range is available at the Bradford Living and Dewsbury stores and on George.com.

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 on 20 September this year.

Ms Lambert continued: “Our ethnic food ranges in Asda have seen a 46% year on year increase during Ramadan and we’re expecting huge demand in the build up to Eid and Diwali celebrations.”

Asda’s parent company Wal-Mart, launched a Bollywood inspired collection in Canada earlier this year with a positive response from customers.

Wal-Mart Canada Corporate Affairs Director Kevin Groh said: “We were blown away by the attention brought on by the launch of our range of South Asian influenced clothing – from industry watchers, to media, to our ethnic customers.

“Strong sales aside, the buzz and goodwill that continues to surround the line has been remarkable.”