India has always been a cautious nation when it comes to money matters. This has made Indians shy away from even trusted investment vehicles like mutual funds that can help the economy grow. Traditionally, Indians have not invested in mutual funds, believing in the negative myths investing in them.
With investments in mutual funds being less than 15% of GDP, the challenge our clients, the Association of Mutual Funds of India (AMFI) - an association of fund houses in India - put before us was to reverse these unfounded myths and negative perceptions of mutual funds in the minds of Indians and increase investment.
Challenge accepted.