Direct charter flights to Amritsar will be launched on October 20 from the East Midlands Airport near Leicester, United Kingdom.

This is in response to demand from the East Midlands' large Indian community, many members of which travel to the subcontinent every year to visit family and friends.

The standard fare for the Monarch Airlines flights is £425 including tax, and will run throughout the winter.

But the inaugural flight, dubbed the Diwali Special, is being offered for £349 return.

Graham Keddie, managing director, EMA, said, "We are over the moon to welcome a service that has generated so much positive interest. Not only are we offering a high-quality direct service, it is one we are sure passengers throughout the East Midlands region and beyond have been waiting for."

The Manchester-based SunFlight Travel will operate the service.

SunFlight operations director Kultar Bhatoa said, "The route to Amritsar from the EMA will serve a well-researched diverse audience of people who will travel to the region for pilgrimage to the Sikh holy places, holidays and visiting family.

"We are delighted with the tremendous level of support received from East Midlands Airport."

Bhatoa's London partner Johal Prince told rediff.com: "Our first flight is almost sold out. We will touch down in Bahrain for refuelling; this is the same route that Monarch takes to Goa.

"The idea is to provide a service for the Indian communities living in Derby, Nottingham, Birmingham and Coventry. Many of our people are from the Punjab. They will find it easier to leave from East Midlands and fly direct to Amritsar instead of first landing in Delhi.

"It can take eight to nine hours to reach Punjab from Delhi, our service offers a much quicker facility."