After Rishi Rich's chartbusting success in Yash Chopra's "Hum Tum", British Asian musicians - such as Jay Sean and the London based Shahin Badar - are finally breaking into the Bollywood music industry.

British Asians Jay Sean, Rishi Rich, Juggy D and Veronica have been signed for the forthcoming Balaji Telefilms' movie "Kyaa Kool Hai Hum", which stars Tusshar Kapoor, Ritesh Deshmukh, Ishaa Koppikar and Neha Dhupia.

Jay Sean, who sings "Dil Mera" in the film tells: "I think it's fantastic to be featured in Bollywood movies. It's like getting global recognition.

"I think it is a great idea that channels like MTV are tapping potential talent from the Indian community and giving them a chance."

Producer Ekta Kapoor is equally excited. "'Kyaa Kool Hai Hum' is a youthful, snazzy and a totally mad film. Having a Jay Sean single is perfect for the movie.

"If 'Masti' was a glass of wine, 'Kyaa Kool Hai Hum' is a whole bottle of vodka. I am sure this song is going to rock," said Ekta.

Rishi Rich said: "We were first introduced to Bollywood by MTV and now there is so much interest in Bollywood for artists like us."

Apache Indian, the only British Asian to have seven Top 40 chart entries in Britain, pointed out: "There was a time when British Asian artists thought it was better to go mainstream rather than to concentrate on Bollywood.

"But that's changing because Bollywood music is hitting the mainstream US and British charts. Today everyone wants to record for Bollywood."

A decade ago, Apache had a Bollywood track with Prabhu Deva and another one with Asha Bhosle.

"I lost interest later as things were disorganised here. I worked for Bappi Lahiri and I still have no clue what happened to my tracks or the payments," said the artist.

British Asian music has grown over the years and has a lot to offer other than Panjabi Bhangra music.

Listening to BBC's Radio 1 show of DJ Bobby Friction and Nihal, one is amazed by the diverse range of music coming from the underground Asian scene. But most of these tracks never reach Indian music channels like MTV and Channel V.