Ruta Aniruddha Patel
Insighter, Explorer, and Mentor in Mumbai, Maharashtra, India
I have spent over two decades building brands and teams across large organisations. Alongside this, I taught for over a decade at KJ Somaiya Institute of Management Studies and Research, and served on the Board of Studies for their Postgraduate Communication Programme.
As the years went by, my curiosity evolved into a desire to read between the lines and understand not just what works but why things work.
Why certain stories grip us instantly.
Why some trends explode while others disappear.
Why people connect, copy, resist, or obsess, often without realising why.
These patterns show up everywhere, not just in boardrooms, but in movies, sports, fandoms, social media, and everyday choices.
Today, I work as a seasoned marketing leader while deeply studying behavioural science and decision making. I write about the psychology behind pop culture and trends, decoding what they reveal about how people think and choose.