Entrepreneur Paul Sagoo, founder of the London-based Lemon Group, has completed the acquisition of 'Asian Runway' (formerly known as Asian Woman Runway) to help catapult South Asian models into mainstream media. Sagoo firmly believes that the next Kate Moss or Agness Deyn could very well come from Britain's South Asian community. Asian Woman Runway, a joint venture between Sagoo's Lemon group and telephone accessories king Nasa Khan's AIM Group, publisher of 'Asian Woman' magazine, hopes to implement a new strategy to reach a global audience.

When asked why the buyoutwas so important Paul said, "We wanted to create complete independence from any one publication which clearly would limit the business potential. The acquisition gives us freedom which further benefits our models and clients, as we are now able to engage with all publications and gain complete access to the market without prejudice or bias."

When asked about the new strategy Asian Runway is he added, "we have noticed that the demand for models with an 'Asian look' over the last year has increased both from western and Indian clients alike, the catalyst being things such as the Hollywood-Bollywood fusion with hits like Slumdog Millionaire and the ever increasing profile of Asian celebrities in mainstream western media. Not to be ignored is the ever growing consumerism within the global Asian Diaspora giving brands a new incentive to capture the imagination of the lucrative audience."

Asian Runway is now actively seeking models that successfully fulfill this demand as the company strives to place models on the catwalks of New York, Paris and Milan. Asian Runway already has representation in both Canada and India and aims to be the World's No.1 Asian Modeling Agency. The company plans to fend off stiff competition by tailoring the "look" of the model to the client's needs.

"Unlike traditional Indian modeling agencies, our strategy is to focus on getting the right look for our clients, irrespective of the models creed, colour, place of birth or ethnic make-up. For example, in the last year we have been approached by several western clients who specifically have requested Asian models with a western look and Asian clients have called us asking for western models with an Asian look", Paul said.

Recently Asian Runway submitted one of their models - Reema Mehta - as an entrant into the Miss England Pageant 2009 who subsequently went on to finish in the top 10 having beaten thousands of other entrants. "This is only a taste of things to come, next year the Asian Runway entrant will be Miss England" said Paul. The 'Miss England 2009' contest was eventually won by Rachel Christie, who became the first black winner in the competition's history.

For more information about Asian Runway, please visit www.asianrunway.com.