ATARA is strongly committed to making a meaningful difference to broader social issues. We believe that the purpose of business is to help shape a world based on freedom, where people have right to life, a sustainable livelihood and have access to basic social services.

We are part of a global movement for change, empowering people to create a future that is secure, just, and free from poverty . Our vision is to work towards the eradication of poverty in the developing world. Since women and children across the world are more likely to experience extreme poverty and poor health, ATARA has a focus on helping particular populations.

ATARA uses a proportion of its profits to engage in supporting nonprofit organisations and communities that are working towards making this vision a reality.