Prateep Roy

People don't remember facts. They remember what the facts mean.

This is something anthropology taught me long before I started writing for founders.

Two people can experience the same event. One remembers what happened. The other remembers what it meant. That difference...

What people say is not always what they mean.

And sometimes, they aren't being untruthful. They are simply giving you the answer that makes sense to them at that moment.

Ask someone why they didn't buy a product. They may say: "It was too expensive."

That sounds like an answer. But...

India is not one market.

 It is tempting to speak about “the Indian consumer” as though there were a single set of aspirations, attitudes, and behaviors.

There isn't.

The India I have encountered through research has repeatedly reminded me that context matters. A product that works...

I researched, wrote, and published Parasocial Power: How Influencers Shape What We Buy, Believe and Become, a research-driven book exploring how emotional connections between audiences and influencers shape trust, consumer decisions, identity, and brand relationships.

My role...