But, thanks to the efforts to step up financial literacy, this is fast changing. See what is keeping the
Indian investor away from mutual funds and identify the opportunity areas.
The Nielsen India survey reveals that investors choose a mutual fund scheme on the basis of its track record.
The second criteria is the track record of the AMC (growth in AUM (Asset Under Management) as well as returns of all the funds), while the 3rd is the recommendation of sales agents.
Compared to 2012, the track record of the AMC gained more focus, moving up from the seventh place to the second spot in the survey.
The biggest battle that mutual fund companies have on their hands is that of perception. Mutual funds are not well received because consumers do not perceive them as high-performance investments.
Positioning them as a safe way to invest in the stock market and highlighting past performance are key ways to shift those perceptions.
Television ads, especially those highlighting performance & historic performance of AMC would be a good way to reach consumers.
Besides, objective or need-based communication would help in increasing category penetration.
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