Madhu Viswanathan



Welcome to my website.

Contact me

Madhu Viswanathan
61 Wohlers Hall
1206 South Sixth Street
Champaign, IL, 61820
(217) 333-4550


Site News:

3rd subsistence marketplaces conference. July 9th - 11th. Chicago. ( link )

In the News


Taking charge: Empowering subsistence-level entrepreneurs to succeed

An entrepreneurship school with a difference.

Sustainability principles need to be integrated into business education

WEFT Champaign 90.1FM | Community Radio for East-Central Illinois

Parkland College Commencement Speech, May, 2010 ( Speech transcript )

TEDxUIUC - Bottom-Up Solutions for Subsistence Marketplaces, April, 2010

DisconnectOnline - Podcast - Marketplace Literacy

Annual Report 2009-10, University of Illinois (Page 5)

"Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship" - Wall Street Journal - September 2009

"From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective on the Role of Business in Poverty Alleviation" - Economist Intelligence

"Open Minds and Fresh Perspectives" - University of Illinois Alumni News and Notes - Spring 2009

"Story on Marketplace Literacy in the Financial Times" - Financial Times

"Article on BUS 101" - Business Today - Fall 2008

"Emerging Lessons: For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible" - The Wall Street Journal

"Literacy & the Global Marketplace" - Illinois Business Perspectives

"Literacy, literate vs functional" - ChennaiOnline

"The plight the funtionally illiterate face at the grocery store" - Editorial in The News Gazette

"Shoppers who can't read make unwise buying decisions" - Inside Illinois

"Functionally Illiterate Consumers: A Sizable and Neglected Market Segment" - Association for Consumer Research