In 2013, the philosophy of selfless service gave rise to the Art of Giving, a global movement founded by Prof. (Dr.) Achyuta Samanta, Founder of KIIT, KISS, and KIMS. The initiative celebrates giving in all its forms and is observed annually on 17 May. Over time, it has grown into a worldwide movement spanning more than 100 countries, encouraging people to give not only money, but also their time, care, knowledge, and compassion.