IMAs charity program iTouch was established in 2006. The goal of iTouch is to help a child or a needy family with an immediate medical need to reignite the gift of life. A portion of the proceeds from IMA events such as Kerala Day, Picnic, and Onam are used to help support the charity activities of iTouch. The Kerala Day program was specifically started in 2006 as a funding raising event for iTouch. IMA believes that such charity programs may also bring a sense of awareness to our children about the dire conditions under which less fortunate children live in Kerala and instill them with a sense of caring and giving.