While Dr. Itirani Samanta climbed the scholarly career in literature and communication studies, the inner calling of the creative desire, forced her to dedicate herself for promotion of literature, art, culture and heritage of Odisha. The result of this alchemy of creative spirit and literary entrepreneurship led to the establishment of Kadambini Media Pvt. Ltd. with the sole objective of promoting art, culture, literature and cinema in Odisha and India as well.

The journey of Dr. Samanta in setting up one of the premier media conglomerates is highly inspirational. In its odyssey of twenty years ‘ The Kadambini’ has been propagating the empowerment of women as it’s nuclei along with overall development of the society and a change in certain perspectives.