College of Business: University of Illinois at Urbana-Champaign

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Viswanathan Receives Prestigious Bharat Gaurav Award


Business Administration Professor Madhu Viswanathan will be presented the Bharat Gaurav Award from the India International Friendship Society this winter.

The award is given to luminous personalities in India and abroad who have glorified India with outstanding contributions in their specialized fields, such as science and technology, education, politics, social work, arts and literature.

Viswanathan is gratified by the award and the many emails he has received from around the globe expressing support for his work with subsistence marketplaces and marketplace literacy. "The most important impact of this award is that it provides us with a platform to advance our three-pronged agenda, which is doing business related research in the radically different contexts of subsistence, creating social initiatives like marketplace literacy for these contexts, and bringing our learning back into the curriculum at Illinois and for business education in general,” says Viswanathan. “I am very thankful for my affiliation with the University of Illinois, my colleagues, students, and co-authors, a network of social entrepreneurs and business managers, and the members of my team whose support and good-will have made it possible to create positive social impact through our work.”

The award ceremony will be held on Global Friendship Day, January 7, 2010 in New Delhi, India at the Indian Habitat Centre. The day marks the anniversary of when Mahatma Gandhi returned to India from South Africa, an event revered by Indians around the globe. The award name translates to ‘India Pride’ or ‘India Respect.’

A few past recipients of the award include Mother Teresa, B. D. Jatti, former vice president of India, Sunil Gavaskar, famous cricket star, and Mr. Harinder S. Takhar, Minister of Small Business and Consumer Services, Ontario, Canada.


The India International Friendship Society is a voluntary organization established to forge greater unity and integrity among the people of Indian origin living anywhere in the world. The society also aims to enhance India's broad relationship and forge greater friendship and cooperation with all the countries on the globe, irrespective of small or big, developed, developing or underdeveloped yet there is always a need for greater understanding and it is our endeavor to set a new rapport of closeness and real understanding among all people of the world. It is desired that all human being should live together in peace, love and brotherhood.

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