Rajendra's entrepreneurial endeavor started for the social cause of providing the creative platform for the deserving artists. In order to support the artiste who wants to pursue 'Art' as full-time career, Rajendra has created a trust by name AIICAA (Association for Integrating International Contemporary Arts and Artistes) of which he is a  Managing Trustee. The main activities of this trust include Artiste Career Counseling, Free Website development for the artistes, Conceptualizing collaborative projects to create opportunities for the artiste to showcase their art. Rajendra plans to do a lot more activities under the umbrella of this trust to support the deserving artiste in various art forms.