RYTHM is not just a catchy slogan. It is a belief system that goes beyond mere philanthropy. CSR is a commitment that the global company makes in different parts of the world, contributing to the sustainable economic development of local communities and helping to improve their quality of life. RYTHM is the ultimate reason why QI Ltd is in business at all and proof that commercial success can be achieved while honouring universal values and respecting people, communities and the environment.

As the Chairman of the QI Group and Principal Trustee of RYTHM Foundation, Dato' Vijay Eswaran says: "It should be the inherent purpose of our being. As a businessman, I definitely agree that profit should be our driving force. But our primary purpose should be above and beyond profit. To build a better place, a better environment, a better future for our children. RYTHM is the primary purpose I chose to build this company (QI Ltd) with my partners. By building this company, I have a vehicle to help build a better world."