The Latha Raja Foundation, founded in 2017 by Mr. K. K. Raja in memory of his late wife, Mrs. Latha, embodies their commitment to societal growth and giving back. The couple, who wed in a social ceremony, integrated philanthropy into their business ethos from the outset. Initially, a percentage of profits was donated, evolving over time to prioritize causes such as funding NGOs, sponsoring girls' education, and preserving traditional Indian arts through Chaitanya Art Theaters of which Mr. K.K. Raja is the founder.

Following Latha's passing, the foundation formalized their mission within a trust structure, channeling up to 80% of profits from their business, Exotic Events & Promotions Pvt. Ltd., to sustain their philanthropic endeavors.