Junofy Anto Rozarina

Junofy is a renowned Behavioural Scientist who serves as the CEO of Beyond Nudge, a global behavioural science consultancy company. She is also the founder and CEO of India Behavioural Economics Network (IBEN) and sits on expert boards of various organisations. She’s a seasoned practitioner, researcher and public speaker with a strong passion for deciphering the intricacies of human cognition and decision-making processes. Over the years, she has worked with several organisations including Google, Swiggy, UNICEF and UNDP, and has delivered lectures at forums, universities and organisations around the globe.  


PhD Behavioural Economics – University of Zurich, Switzerland
MSc Behavioural Economics – University of Konstanz, Germany
MSc Economics and Development Economics – University of Nottingham, UK
MBA – Pondicherry University, India (part-time)
MSc Psychology – Alagappa University, India (part-time/distant)
BA Economics – Central University of Tamil Nadu, India


Founder and CEO, Beyond Nudge Consulting, India
– Spearheaded the establishment this global behavioural science consultancy firm making products and processes more human; formed through the synergy of some of the top behavioural scientists
– Pioneered innovative approaches to integrate human-centric designs in various industries.
– As of now, about 87% of our clients chose to engage with us for subsequent projects, a testament to the effective and impactful outcomes we deliver.
Founder and CEO, India Behavioral Economics Network
(07/2018 onwards)
– Founded the first organisation in India to promote formal education, workshops, networking events and research collaborations in behavioural economics in India.
Behavioural Scientist, Swiggy
(09/2022 – 07/2023)
– Founding team member of the behavioural sciences team
– Led various projects and conducted multiple impactful experiments that significantly influenced business strategies across multiple verticals
Research and teaching staff, University of Zurich, Switzerland
(09/2018 – 09/2022)
– Taught term courses for graduate students in behavioural economics, statistics, econometrics, experimental methods and programming
– Contributed to research in the fields of behavioural economics, microeconomics, political economics and development economics
Research Assistant, Graduate School of Decision Sciences and the Chair of Corporate Finance, University of Konstanz, Germany
(11/2017 to 09/2018)
– Played a key role in data analysis and experiment coding (z-tree) for international research projects (Columbia, Germany and Bangladesh) to explore complex economic behaviors and decision-making processes.
Behavioral lab assistant, CEDEX and CRIBS, University of Nottingham, UK
(03/2017 to 08/2017)
– Assisted in conducting and troubleshooting behavioral economic lab experiments using z-tree in the Department of Economics and the Department of Business studies
Marketing manager, F&F restaurants, Nottingham, UK
(03/2017 to 07/2017)
– Assessed the behaviour of the customers and designed various strategies to promote sales and bring down crime at the premises
– The sales (which oscillated between +/- 15%) went up by about 350% in the 4 months I headed the marketing team of 3 people.
Research Assistant, Gandhigram University, India
(04/2014 to 07/2015)
– Coordinated and analysed field surveys for an international rural-development CSR project.
– Contributed to the data analysis and project reporting
Data Scientist, Indian Council of Social Science Research (ICSSR), India
(10/2011 to 03/2014)
– Worked on large data sets (on external debt of South Asian countries), ran multiple analysis.


R, Python, Ruby, LaTeX, zTree, oTree, Stata, EViews

Comfortable with English and Tamil. Can understand bits and pieces of Hindi and German.


When not working or teaching, Junofy loves to travel, workout and explore new hobbies. She is often found in quiet corners reading random books or writing blogs that she never publishes. She finds joy in associating real life with insights from behavioural sciences and spotting various biases in her every day behaviour.


If you have a question that (i) can not be searched online (ii) is something specific to Junofy, please write to her at junofy[at]iben.co.in or on LinkedIn. Thank you.