• To create a peak national body that seeks to build a kinder and more compassionate nation.
  • To initiate a movement that endorses kindness as a way of life.
  • To be a body of transformative action and a catalyst of change that connects and unifies the nation thorough an intricate web of kindness.
  • To instil and to emphasize the importance of kindness as an innate trait within every individual, one that research points out may even be built into the human gene.
  • To promote kindness as a crucial endurance mechanism, which evolution has crafted to allow for sustenance and survival.
  • To create a dynamic and vibrant ‘kindness economy’, that operates on the metaphors of ‘kindness credit’ and ‘goodwill deposits’.
  • To be a body that fosters the concept of ‘Feel Good Kindness’, by highlighting the impact that a kind deed has on the receiver along with the resultant positive impact it has on the doer.
  • To help spark of a virtuous kindness cycle, by having people initiate a series of successive kind acts.
  • To underscore the importance of the aphorism “what goes around comes around” by etching out the direct proportionality that a kind act done by one today has on a kind act directed towards one tomorrow.
  • To expand upon the basal view of kindness to a more insightful one by drawing upon its infinite scope and innumerable collaterals.
  • To act as a body that battles social evils by bringing to the fore those good doers and kindness ambassadors who are making a difference to all our lives.
  • To encourage the use of kindness in one’s personal as well as professional life.