Leon Festinger's 1957 theory of cognitive dissonance explains why Indian investors hold losing positions rather than closing them: the brain resolves contradictory beliefs by re-narrating the thesis rather than reversing the action. This piece traces the original Stanford research, links it to SEBI/NSE retail-investor data, sets out a six-step procedural defence, and uses Titan Biotech Ltd (BSE: 524717) FY25 audited numbers — 81% borrowings reduction, 103% CFO/Operating Profit, ₹4.56 Cr aggregate director remuneration vs ₹22 Cr PAT, 14 board meetings under an independent chair — as an illustrative case of anti-dissonance corporate disclosure architecture. Educational only; no buy/sell/hold view.