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August 19, 2002

ISU business professor writes book about
opportunities for U.S. firms in India

TERRE HAUTE, Ind. U.S. businesses looking for worldwide opportunity should take a good hard look at India, says an Indiana State University business professor and co-author of a new book entitled “India Business: Finding Opportunities in this Big Emerging Market.”

“They say the next century is going to be China’s century,” said Aruna Chandra, assistant professor of management in ISU’s School of Business. “But it could very well be India’s century too, if some of its promise and potential is fulfilled.”

China is, without question, a manufacturing giant, Chandra explained. “But India has the advantage in information technology,” she said. “The IT sector is a growing sector in India and it could get India out of developing country status.

“[India] is still a developing country mired in developmental problems of poverty and illiteracy, yet it has a nuclear arsenal and the world’s second largest pool of skilled software talent after the United States,” Chandra writes in Chapter 14 of the book, which is co-authored by Pradeep Rau and John K. Ryans, Jr.

How India uses that talent will shape its future, Chandra said. And because India is on the verge of freeing its tremendous potential, it is a good time for U.S. businesses to take a look at their own potential in this untapped part of the world.

The book helps U.S. businesspeople “get a sense of what this market is about,” Chandra said. It presents the experiences of dozens of U.S. firms in the Indian market, including 3M, Caterpillar, Hewlitt Packard, Ford Motor Company, IBM and McDonald’s.

Most people in India are fluent in English, Chandra said, which breaks down one potential barrier for U.S. businesses. The book also explains Indian culture and politics so a businessperson traveling to India might know what to expect in everything from government to the military to the role of women.

The book is written for the decision-makers in companies interested in entering India via exporting or direct investment, Chandra said. It is also valuable to managers of firms already operating there who are considering expansion. The goal of the book, Chandra said, is to provide an impartial overview and to include the negatives, as well as the positives, about the market.

Chandra was educated in India and the United States. She earned a B.A. in English and Linguistics from Bangalore University and an MBA in Strategy and International Business at Kent State University. Her teaching and research interests are in the areas of international management, entrepreneurship and business strategy in emerging markets. She has assisted several small- to mid-sized firms in their export market development efforts to big emerging markets such as India. She has also served as a grant writer for the U.S. Department of Education.

Chandra is a member of the Academy of International Business and the Academy of Management. She has published several journals, including “The International Executive,” “Foreign Trade Review,” “Marketing Management,” and “The International Journal of Advertising."

Firms interested in learning more about exploring their products’ potential for opportunities in this emerging market may contact Chandra at (812) 237-2105 or


Aruna Chandra, assistant professor of management,
(812) 237-2105 or

Jennifer Kearns, assistant director, public affairs, (812) 237-8037.

ISU Public Affairs:
(812) 237-3773 or