Designing Systems That
Shape Behaviour at Scale

At PCI India, we innovate using Human-Centred Design
and Behavioural Science to create solutions that move
people, systems, and outcomes sustainably.
25 years of Social Impact
Understand deeply. Design thoughtfully. Deliver at scale.

Connected Innovation

We start by understanding the ecosystem (policies, constraints, incentives, and everyday realities) that shape how services function. This helps us identify where change needs to happen for solutions to truly work.

Design for Real Decisions

We study how people actually think
and decide, uncovering what drives
action, hesitation, and drop-offs. These
insights shape human-centred
solutions built for real contexts.

Embed for Scale

We embed what works into existing
systems, channels, and institutions so
that change doesn’t remain a pilot, but
grows into sustained, scalable impact.

Human-Centred Design x Behavioural Science
Our approach to how we think, design and partner

Behavioural
Insights

We develop an understanding of people who use services and those who deliver them. This includes identifying decision friction, emotional drivers, social cues and mental shortcuts that shape real-world behaviour.

Co-Design

We co-create solutions with communities, frontline workers and system actors to ensure that ideas are grounded in lived experiences, and not assumptions.

Rapid Checks

We quickly prototype solution concepts and test them for user desirability, allowing teams to fail fast, adapt and focus on what actually works before scaling.

Our Work in Action
Explore how Systems, Behaviour, and Scale come together across our work.
OUR MISSION

Rooted in community realities, we co-create and scale sustainable solutions to complex development problems