The Masala! Lifestyle Awards aims to recognise and applaud the outstanding achievements of the people of the sub-continent in all walks of life, in this region, and the UAE in particular. For the first time ever, it will focus attention on the significant contribution made by the largest expatriate community (Indians and Pakistanis) in the entrepreneurial, entertainment, fashion, humanitarian and cultural development of the UAE. The awards night will be a celebration of all those expatriates who have played a crucial role in raising the profile of their community in this country through their individual efforts. It will be a celebration of their sense of pride, commitment and hard work.