ITC Limited established the prestigious ITC Sangeet Research Academy (ITC-SRA) in 1978 with the objective of preserving and promoting Hindustani Classical Music. ITC-SRA has played a major role to revive and nurture India's rich heritage of Hindustani Classical Music. This rich musical tradition, a national treasure trove, would have otherwise worn out with the passage of time and become a part of history.

ITC-SRA enshrines the principles that nurture the past to build the future. More importantly, it embodies the underlying philosophy and spirit of this art form.