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'Look upon Indian heritage as a USP'

Look upon your Indian heritage as a unique selling proposition, was the advice of a nationally known marketing expert to Indian American high school graduates.

"Realize the importance of standing out in a crowd. Being different helps you to do that," professor Mohanbir Sawhney of the Kellogg Graduate School of Management, told the students at an event by the Punjabi Cultural Society of Chicago, to honor high school students of Punjabi origin.

"It is hard to maintain your turban, (in the US) but it is a misconception that you have to completely assimilate in the mainstream," Sawhney, who teaches e-commerce and is an advisor to several CEOs, including Michael Dell, said. "The pressure to assimilate will be intense. But you must maintain your identity and heritage," he said.

Sawhney, who is Sikh, recalled that he came to the US 12 years ago with two suitcases and very little money. "We have to make our way in an alien culture," he said. "You have the gift of education which nobody can ever take away from you."

"Anything is possible if you are armed with the right tools. Nobody can push you to learn. You have to walk the road yourself. And role models are very important," he said. He urged the students to set an example "because we are so few, we carry a big responsibility for the group."

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