The Asian Awards recognises and rewards exemplary achievement across 12 categories that include business, philanthropy, entertainment, culture and sport. Nominees are selected by an independent judging panel consisting of highly respected figures chaired by Baroness Verma of Leicester. The Asian Awards took place in October 2010 and Kikit Entertainment was bought in to manage many of the celebrities in attendance such as Christian Louboutin, Simon Webbe and Jermaine Jackson. The main entertainment of the evening was world renowened Indian playback singer Sonu Niigam who performed a 3-song set to a delighted crowd. Other notable attendees to the event were Oscar winning A R Rahman, world class cricketer Sachin Tendulkar and entrepreneur Vijay Mallya. The event was also supported by the charity Save the Children for which over 120,000GBP was raised.