Amongst the ethnic districts in Singapore, Little India has the most diverse range of commercial, religious, heritage and cultural organisations. With the strong support from government bodies such as the Singapore Tourism Board (STB) and Hindu Endowments Board (HEB) and professional organizations such as the Serangoon Merchant's Association, LISHA (Little India Shopkeepers & Heritage Association) was established in 2000 to promote the precinct's heritage, culture, business and commercial activities. Being committed to improve the cultural and ethnic character of Little India as well as to make Little India a shopper's paradise and preferred tourist destination in Singapore, LISHA addresses the concerns and needs of the various communities in Little India. LISHA plays a significant role in Little India by organizing and refining annual festivities such as Deepavali Celebrations, UTSAV Street Parade, Navarathiri Festival, Pongal Festival, Indian New Year, Tamil New Year Celebrations. As a socially conscious organisation, LISHA has raised funds and contributed towards the President's Challenge, SINDA's Project Give and National Book Council of Singapore yearly. It has also contributed towards SARS Courage Fund, Vesak Bursary Awards (to SINDA), NTU - Rajaratnam School of International Studies Endowment Fund, Tsunami Relief Fund, Mercy Relief Humanitarian Help - raised fund for Srilankan citizens affected in civil war and Chennai Flood Relief Fund.
