20 World-Class Leaders Judge South Asia's Finest as the 2nd Annual Asian Awards 2011 Gets Underway

By Asian Awards, PRNE
Tuesday, May 24, 2011

LONDON, May 25, 2011 -

The Asian Awards 2011, in partnership with Lebara, has
launched into its second year of celebrating the best in South Asian
achievement. The House of Lords recently played host to 20 world-class
leaders from the worlds of politics, business, sport, media, arts and
technology - who gathered to choose winners from a short-list of
inspirational luminaries and pioneers who have carved out their own places in

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"With so many exceptional people from the South Asian
community short-listed for only 12 honours, it's vitally important that they
are not only judged by a panel of their peers but that the process is robust,
transparent and intellectually rigorous," said Chair of Judges Baroness
Verma. "It's exciting to have 20 esteemed judges from such a variety of
fields in one room, and to see such lively debate."

The Asian Awards were an ambitious idea conceived by Paul
, founder of consultancy Lemon Group, and realised by co-founder
Caroline Jackson Levy, Managing Director of UBM Awards. "Our goal was to
celebrate the highest calibre of individuals from the Asian community across
all spheres of activity," said Sagoo. "Last year's inaugural event was
spectacular, and set the bar high for 2011. This year, we will take it a
notch higher," added Jackson Levy. In 2010, the Asian Awards honoured some of
the most inspiring people in the South Asian community - from record breaking
cricketer Sachin Tendulkar to world famous composer A R Rahman to legendary
business leader Ratan Tata.

This year, judges brought their insight and expertise to
panels for Business Leader, Entrepreneur, Philanthropist, Public Servant and
Social Entrepreneur of the Year to Outstanding Achievement in Music, Art &
Design, Sport, Cinema, Television and Science.

Business category judges included Surinder Arora, CEO of Arora
Holdings; Kamel Hothi, Asian Markets Director, Lloyds Bank Corporate Markets;
and Ratheesan Yoganathan, CEO of Lebara, returning as headline sponsor for
the second year.

"There are many entrepreneurs in the Asian community, so this
year's winner must combine outstanding business acumen and achievement with
the best leadership skills, innovation and drive," said Lebara CEO
Yoganathan. "It's an honour to help choose the leaders that the Asian
business community should look up to."

"The Asian Awards celebrate the achievements of those who, in
many cases, came here with nothing and are now adding to the bottom line of
UK plc," said Hothi. "It's important for Lloyds Bank Corporate Markets to be
involved in identifying the successful individuals who have made a difference
globally and are inspiring others in the Asian community to do the same - and
that is central to our decision to return as sponsor for a second year."

Among the judges for the media and arts categories were Sonny
, Head of Marketing at SYCO Entertainment and Sony award-winning DJ and
broadcaster Nihal Athanayake. "There aren't enough opportunities to celebrate
Asian talent at this level in this country in such a mainstream way," said
Takhar, who praised The Asian Awards as a major platform for showcasing
talent to a wider audience.

"To be respected as an accolade you need outstanding people to
receive it - and The Asian Awards have done that better than any other,"
added Nihal. "These awards are about recognising the massive contribution
made by the Asian community to this country, and the world, but they're also
about integration - because these nominees are citizens of countries outside

"The Asian Awards are important because they inspire future
generations to achieve great things," concluded Daljit Jagait, VIP
Relationship Manager at Jaguar. As official automotive partner to the Awards,
Jaguar will this year be providing XJs for chauffeur services to winners
attending the Asian Awards.

Winners of the 2011 Asian Awards will be announced at a
glittering awards ceremony at The Grosvenor House Hotel on Park Lane, London
on 18th October - and it promises to be a spectacular occasion. With some of
the world's most high profile trailblazers honoured in 2010, excitement is
already building around who the recipients might be for 2011. Visit
www.theasianawards.com/videos-2011.php to watch interviews with the
2011 judges or www.theasianawards.com for a full list of 2010 winners
as well as information on how to book tickets to the 2011 Awards.

Notes for Editors:

The Asian Awards were an ambitious idea conceived by Paul
, founder of consultancy Lemon Group, and realised by co-founder
Caroline Jackson Levy, Managing Director of UBM Awards. A celebration of
excellence among the global Asian community, they were launched in 2010 to
recognise and reward the outstanding achievements of individuals born in or
with direct family origin from India, Sri Lanka, Pakistan or Bangladesh
across all disciplines of life - from business to the arts, culture, sport
and public service. The inaugural ceremony drew 1,200 of the most influential
people in the Asian community and raised over GBP100,000 for its chosen
charity, Save the Children.

The Lebara Group, headline sponsor of The Asian Awards for the
second year, was founded in 2001 by Rasiah Leon, Baskaran Kandiah and
Ratheesan Yoganathan - who shared a vision to transform the international
calling market, making it easier for migrant communities to stay in touch
with friends and family back home. This year as Lebara celebrates its 10th
anniversary it is one of the world's fastest growing mobile companies with
more than 1,200 employees worldwide, operations in eight countries and
revenues for 2009 totalling EUR371 million.







For further information please contact: Puja Vedi, Director, LiveStyle Media, Tel: +44(0)7949-573-065, Email: puja at livestylemedia.co.uk; Henriette Svensen, Head of PR & Marketing, UBM Awards, Tel: +44(0)207-234-8753 / +44(0)7500-917-628, Email: henriette.svensen at ubm.com

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