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Changing behaviour is tough. We don't always behave in the desired way, for example, we should be exercising regularly, but most of us don't. We shouldn't be overeating, yet many of us do.

The traditional way to change behaviour is to make people aware of the pros and con's of a particular act. But this method lies ineffective, because most of our behaviour is instinctive, i.e., sub-conscious. We aren't always aware of the reasons for our actions. It takes a lot of time, effort and money to make someone aware of their behaviour, convince them that change is necessary and motivate them to change.



We apply Behavioural Design to increase sales conversions, improve customer experience and increase new product adoption.

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We apply Behavioural Design to improve employee engagement, productivity and change the culture to make it a great place to work.

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How we work

We identify the context of the behaviour that needs to be changed, come up with the Behavioural Design solutions based on the powerful principles of behavioural science and pilot the solutions before scaling it up.

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Featured Works



Behavioural Design, Road Safety & Intelligence


Talk on investor biases and behaviour

Our Blog

Take a look at several examples of how simple, low cost; scalable Behavioural Design solutions get people to take the desired action.

Know the basics of creating habits

This is the story of Claude Hopkins, who helped establish tooth brushing as a daily habit. Yup there was a time when tooth brushing wasn't a habit.

How reframing choices, changes our decision

Consider the following situation. Imagine that India is preparing for the outbreak of a disease, which is expected to kill 600 people. Two alternative treatments to combat the disease have been proposed.

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Live Video Consulting

You can work with us remotely by booking a Geniecast session. Geniecast is the world's largest online marketplace of experts, thought leaders, and speakers - all available via two-way, live video broadcast. On Geniecast we have done several casts for clients like YPO Next Generation. YPO is a global community of chief executives dedicated to becoming better leaders with 24,000 members in more than 130 countries.

Behavioural Design

A 60 minute live session on Behavioural Design.

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Consumer Behaviour

A 60 minute consultation on consumer behaviour.

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Employee Behaviour

A 60 minute consultation on employee behaviour.

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