Who We Are

TBS is built by people who have spent their careers at the intersection of science, strategy, and creative. Not theorists. People who have worked on real brands, real problems, and real decisions.

Understanding how people decide – before they decide.

We use neuroscience and behavioural science to help brands predict, shape, and strengthen consumer decision-making.

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The problem we are built to solve.

Brands have more data than ever. Conversion rates, heatmaps, A/B results, attribution models. And yet most cannot answer one question with confidence — why did my shopper hesitate?

That gap is where revenue is lost. It is also where TBS operates.

We combine cognitive science, real shopper observation, and digital measurement to give brands a precise, evidence-based answer to that question — and exactly what to do about it.

Our team

The foundation of our actions

Rupam Chakraborty

Co-Founder & CEO

Rupam founded TBS on a single conviction — that the gap between what data shows and what shoppers actually do is where most brand decisions go wrong. He leads commercial strategy, client relationships, and operations at TBS.

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Sukalyan Deb

Cognitive Neuroscientist

PhD researcher at IISc Bangalore, trained in fMRI-based neuroscience. Sukalyan designs every research protocol at TBS and leads cognitive interpretation. He is what makes TBS’s research output scientific — not methodological.
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Kunal Roy

Co-Founder & Executive Chairman

Former CEO of Dentsu Creative Malaysia. Former Chief Strategy Officer at Publicis Groupe. Twenty years leading creative strategy for McDonald’s, Samsung, Heineken, and Nestlé across Asia. Kunal brings the depth of global brand building to TBS — an understanding of how large consumer companies think, buy research, and act on insight.
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Arjun K. Sahdev

Co-Founder & CEO

Fifteen years of creative direction and brand systems. Arjun closes the loop that most research firms cannot — translating behavioural findings into designed, implementable fixes. At TBS, there is no external creative agency. Every recommendation comes with a designed output, ready to execute.
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