The amg24x7.com initiative, led by Atul Malikram, focuses on achieving the United Nations' Sustainable Development Goals (SDGs) by 2030, with India committed to 17 goals. The #2030kabharat campaign aims to raise awareness and assess state-wise advancements towards these goals, such as poverty eradication and environmental conservation. It encourages community involvement through various educational and supportive activities targeting social issues like poverty, inequality, and health.