This interdisciplinary study combines neurofinance with the analysis of Indian retail investor behaviour to uncover the neural underpinnings of financial decisions. Departing from traditional rationality assumptions, the paper explores the impact of neuroscientific tools, such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), on understanding biases prevalent in the Indian stock market. The investigation focuses on loss aversion, emotional influences, herding behaviour, and biased learning, offering nuanced insights into the intricate interplay between neural processes and market dynamics. By integrating real-world data with neuroscientific findings, the study provides a comprehensive understanding of investor decisionmaking, paving the way for targeted interventions and policy enhancements

neurofinance, Indian retail investors, loss aversion, emotions, herding behaviour, biased learning, and financial decision-making