BIAS is a behaviour change company. It has been formed as a collaborative venture among behavioural specialists representing the academia and the industry. The vision is to pioneer behaviour change by rewiring human biases which impact decision making; be it making choices regarding consumer goods and services or issues regarding public health, environment, education, gender, human rights, etc. The strategic intent is to help private sector clients and policymakers cognizant about inherent irrationality and sub-optimality in human decision making stemming from different kinds of biases which influence us be it cognitive biases, socio-cultural biases, semiospheric biases or ergonomic and design( form and functional) biases, and based on the above interdisciplinary approach provide strategic solutions to rewire human behaviour by experimenting, testing and designing effective choice architecture to facilitate the desired behaviour with a strategic intent of: • Re-Learn • Re-Alter • Re-Shape