One Bollywood leading lady who is cashing in is Aishwarya Rai who has become international ambassador for L'Oreal Paris.

It seems she truly personifies the values of todays woman: intelligent, self-assured and decisive

The Bollywood star joins the the L'Oreal Paris dream team , which includes Andie Macdowell, Milla Jovonich and Gong Li.

Aishwarya said, "I am delighted and excited to be associated with L'Oreal Paris. The brand's tag line 'because you're worth it has always been very close to my heart."

Meanwhile, the screen goddess was in the East Midlands recently due to the efforts of Bollywood movies UK co-ordinator Dipesh Majithia (Dips) who has been successful in bringing previous films and tele-serials to the region.

The first ever Bollywood film was shot in the grounds of the University of Leicester in 2001.

Aishwarya was shooting for her next film Kyun, Ho Gaya Na Pyaar? It also stars Vivek Oberoi and Amitabh Bachchan.

Dips said, "The crew along with producer Boney Kapoor and director Sameer Karnik spent four nights in the East Midlands.

"The crew includes 60 people and they filmed song and dance sequences and some action sequences. This included a sky diving sequence, dirt biking and a car rally sequence.

"It is a real coup for the region, for inward investment and as a profile raising exercise. East Midlands locations will be seen around the world."

A conference at the De Montfort Hall later this month is examining this very issue following research undertaken by a University of Leicester academic into the potential benefits for the region arising from links with Bollywood.

Next stop Audley Range...well we can all hope can't we?