A family retail business from Birmingham is investing £30,000 in a ground-breaking dance programme.
Latifs has teamed up with Punch Records in what is being described as a “unique partnership between the public and private sector”.
It means music development agency Punch will be able to continue the legacy of the Cultural Olympiad through its Desi Moves programme.
The partnership began last year when Punch ran residencies across six schools, with free dance workshops along the Olympic torch route as part of the West Midlands Cultural Olympiad.
Latifs’ support meant performances were able to take place at Birmingham's Mela and Town Hall.
Kashif Latif, brand ambassador and grandson of founder Mohammed Latif, said, “Associating with Desi Moves is a great way to promote young talent.
“We are honoured to partner with Punch to provide such a great platform for our local people."
Abid Hussain, relationship manager at Arts Council West Midlands, added, “This partnership establishes a precedent for philanthropic giving from within the South Asian community.
”It recognises the value of the arts and its importance within our wider society.
“I’m confident that we will see more philanthropic support for the arts from black and minority ethnic communities as a result of this unique partnership.”