England all-rounder Moeen Ali is backing a new national plan to better engage and fund prospective cricketers from this country's South Asian communities.
The England and Wales Cricket Board's action plan, launched on Thursday, identifies key objectives which it hopes can improve engagement and recruitment.
It is an initiative which chimes with Moeen, who has won 145 caps across the formats for his country but can see there are still "barriers" to others following his lead.
"Growing up in inner-city Birmingham, I fully understand some of the challenges and barriers for young South Asian cricketers," he said.
"I see many of those challenges now when I help my dad coach at his cricket academy."
He believes extra investment can be a major step forward.
Lord Patel of Bradford, an independent ECB director, has been a driving force behind the plan.
He said: "As a British Asian who grew up playing cricket in the streets and on the pitches of Bradford in the 1960s, I have first-hand experience of the enormous benefits of our sport.
"The passion South Asian communities in the UK have for cricket remains high - but over 50 years later, there is still so much untapped potential.
"This plan will help to change that - starting today."
Leicestershire chief executive Wasim Khan and cricket pundits Isa Guha and Mark Nicholas were among those taking part in a South Asian Advisory Group.
They identified a lack of effective talent spotting as well as access to equipment as problems to be tackled, following consultations with more than 600 people which has resulted in 11 recommended actions.
They include the creation of at least 20 new urban cricket centres, 1000 non-turf pitches and 100 turf pitches by 2024.
