Advancements in neuroscience, like Elon Musk’s N1 implant, are reshaping market research in India. Techniques such as neuroscientific mapping provide insights into consumer behavior, aiding businesses in decision-making. Tools like EEGs and eye trackers offer direct data on brain impact and decision-making processes. Despite cost barriers, these methods offer substantial returns. Indian consumer behavior nuances, like preferences for indigenous ad themes, are deciphered through neuroscience. Moreover, neuroscience helps solve practical challenges, like understanding price sensitivity and addressing functional friction in insurance choices. However, ethical concerns, including data manipulation and informed consent, highlight the need for stringent guidelines in neuromarketing practices.