PEORIA MAGAZINE July 2023

The company already is receiving accolades for its Next Gen technology. “TADA is going to be successful and result in a great deal of employment here in Peoria,” said Jonathan Michael, the chairman and CEO of RLI Corp. and chairman of the TADA Board. “Guha’s product … will have application across many, many segments.” ‘CHOOSE PEORIA’ Guha and Aiyer have embraced central Illinois. As though quoting from a marketing brochure, Guha encourages people to “choose Peoria. “There is some very natural innovative spirit in this region,” he said. “We need to have the confidence in it. In the ability of Peoria to be a leader.” ‘TADA IS GOING TO … RESULT IN A GREAT DEAL OF EMPLOYMENT HERE IN PEORIA’ — Jonathan Michael Aiyer contends that part of what makes Peoria great is the College of Medicine, and part of what makes the College of Medicine great is Peoria. Physicians who come to Peoria do so because of the city’s large health care systems – OSF HealthCare and Carle Health - and the opportunity to train the next generation of physicians as well as do research, all within a 10-minute walk. “It’s a great recruitment tool,” she said. They admit that they’ve had a learning curve. “A funny example, I think,” said Guha, “was when my daughter had a prom date. And honestly, coming from India, we don’t date in India. So, of course, I’m very concerned. I called up a good friend of ours for information. We had to get guidance in so many different things.” Another area of cultural difference was volunteerism and philanthropy, which was new to the couple. “It’s changed now,” said Guha, but once upon

a time back in India, “you didn’t spend a lot of your time and effort focusing on a not-for-profit. We had great mentors like Steve Thompson at Easterseals, who told us how it works.” In other parts of the world, philan thropy exists, said Thompson, “but not nearly the way it does here in the United States. I think that’s in part because in many countries, the government plays a much more outsized role in meeting social needs. “Guha learned quickly, and since he did, he and Meenakshy have led the adoption of that American brand of philanthropy through the Indian community,” said Thompson. Early on in her volunteer efforts, Aiyer was tasked with raising $500 for Easterseals. “The concept for me to have to go in and say to someone, ‘Can you give money for an organization?’ even though it’s a good cause … was not something I thought I could do well.” Over dinner with Indian friends, the fundraising dilemma was discussed. The suggestion was made to serve Indian food, said Aiyer. “It made perfect sense. ‘OK, I’m feeding you, and in return you are paying me.’ Let’s do that.” From there, Peoria’s Passage to India event was born. The first event attracted about 80 people and raised $8,000 for Easterseals. “People said, ‘Hey, authentic Indian food is good,’” said Aiyer. “The next year, the event doubled, and it doubled again the following year. Now it’s an event the community looks forward to. We still cook. The community comes together, both Indian friends and colleagues at work asking to come and join the kitchen or … help decorate.” In the past 17 years, Passage To India has raised $4.5 million for the treatment of disabled children at Easterseals.

In response she was told of an opportunity at UICOMP as clerkship director for internal medicine. “And that’s how my career started,” said Aiyer. It was the best of both worlds for her: teaching as well as caring for patients. “The work that I do brings together two of what I consider the noblest professions, being a physician and taking care of people, and being a teacher,” said Aiyer. “They make a difference, not only at the individual level, but they also make a difference in the families that surround that individual and through that, the community, over time having a significant impact.” GEEKING OUT, FOR GOOD Although Guha comes from a tech nology background – he describes himself as a “geek” – his eyes light up when he talks about business. “Ultimately, businesses are what keep the world going,” he said. “I’m a little passionate about businesses doing well so they can take care of people.” With that motivation, Guha started another company. TADA Cognitive Solutions is headquartered in Peoria, employing approximately 100 people while positioning itself for significant growth from a central Illinois base. TADA helps businesses navigate the complexity of their mammoth supply chains to improve performance, on behalf of their customers and their own bottom lines. Parents Seshadri Guha and Meenakshy Aiyer with their children, son Prashant, left, and daughter Kripa

Linda Smith Brown is a 37-year veteran of the newspaper industry, retiring as publisher of Times Newspapers in the Peoria area

38 JULY 2023 PEORIA MAGAZINE