In this thought-provoking TEDx talk, Dr. Jitamitra Desai, Professor at the Indian Institute of Management Bangalore, challenges one of our deepest assumptions — that we are truly in control of the choices we make. Titled "The Choice Matrix," this talk explores the illusion of choice and the subtle yet powerful forces—like family, media, health, and career—that shape our decisions more than we realize. From the food we eat to the careers we pursue, Dr. Desai illustrates how our perceived freedom is often a carefully constructed matrix of external influences. Whether you're a student of behavioral science, a curious thinker, or someone questioning the "whys" behind your decisions, this talk will leave you questioning the very foundation of choice itself. Dr. Jitamitra Desai is a distinguished Professor of Operations Research in the Decision Sciences group at the Indian Institute of Management Bangalore (IIMB), recognized for his groundbreaking work in mathematical and computational decision analytics. With a keen focus on developing large-scale optimization algorithms, his research has significantly impacted fields like aviation, transportation, location theory, energy analytics, and wireless communication networks. Jitamitra’s academic pursuits also extend to exploring networks and graphs, stochastic decision analysis, and emerging biological applications. Beyond academia, his passion for tennis, coffee, and the technology startup ecosystem fuels his creativity, while his role as a dedicated father adds a personal dimension to his multifaceted life. Renowned for his expertise in optimization theory and algorithm development, Jitamitra’s work bridges the gap between complex decision problems and practical applications, advancing both the theoretical and applied aspects of operations research. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx