Desi Decisions: The Hidden Logic in India's Irrational Choices presents a groundbreaking study into the core of Indian Consumer Psychology. The book tackles the "Great Indian Paradox," where citizens exhibit selective rationality, passionately haggling over ₹10 vegetables but spending freely on items driven by social status, or izzat. Authored by Shreenivas Joshi, this non-fiction work rigorously applies the principles of Behavioral Economics to the unique Indian Mindset. It argues that seemingly illogical choices are, in fact, "predictably Desi" patterns rooted in culture, emotion, scarcity, and survival instincts.

Central to this framework is the concept of "Emotional EMI," illustrating how feelings often finance major decisions more than financial planning. The cultural DNA dictates that choices are collective and contextual, with concerns like "What will people say?" often overriding individual desires for the sake of social stability. Historical context plays a crucial role, showing that frugality and loss aversion are adaptive survival reflexes passed down through generations of uncertainty. The book analyzes classic biases through an Indian lens, such as the Anchoring Bias, explaining why a price like ₹999 feels magically cheaper than ₹1,000.

A dedicated chapter delves into Jugaad Economics, examining the double-edged sword of frugal innovation that drives both brilliant breakthroughs and self-deception. Furthermore, the book investigates the pervasive Middle-Class Mindset, a tendency to prioritize security over opportunity, which dictates everything from career paths to investment patterns. In the modern digital era, the book argues that digital platforms and frictionless spending have amplified these old biases, fueling the Comparison Trap via social media and turning investing into "entertainment economics". It also covers other vital areas, including the hidden cost of 'Free Ka Magic' (Mufat) and the Festival Effect on mass spending. Ultimately, the book aims to help readers achieve Desi Rationality 2.0 to make conscious choices not by ignoring emotion, but by understanding the method in the madness. This is a must-read for anyone seeking to understand the deep, emotional logic that governs the world's fastest-growing major economy.