"Developing IMC as the Centre for Excellence by providing Leadership in the sector of Educational Media and promoting Skill Building, Consultation, Training, Research & Innovation and revenue generation. It also seeks to innovate and promote the new concepts & practices in promoting  and developing the Urdu Language and Culture, Women Education, Vocational, Distance and Higher Education and thereby a platform for creative thinkers to elevate the mind, an arena to uplift the Urdu Community."