Ashwin C Muthiah hails from an illustrious lineage of traditional merchants and bankers--the Nattukkottai Chettiars--in the present-day state of Tamil Nadu in south India. His forebears-- greatgrandfather Dr Rajah Sir Annamalai Chettiar, a much decorated knight of the British Empire; grandfather Dr MA Chidambaram, a first-generation super entrepreneur and among India's top businesspersons of his day, philanthropist, and patron of several sports and arts; and father, Dr. A. C. Muthiah, an innovative institution builder--all led their generations in positions of great success. While the Rajah made an easy transition from a merchant banker to a merchant prince, Dr Chidambaram was among the torchbearers of India's own industrial revolution, and Dr Muthiah convinced the best brands in the world to collaborate with him in giving Indians some of their most enduring product and service experiences.