Thirty-one years ago, when ad-man Santosh Desai went to study at IIM Ahmedabad, he got quizzical reactions from people there. Studying management was an alien concept among Gujaratis—the only way to learn how to do ‘bijnis’ was by actually doing business. Few among the Gujarati business class had a clue about management education. Fewer believed that business could actually be taught. Despite India’s first IIM coming up there, studying ‘doing business’ in an institution was culturally detached from anything Gujarati.