One of the highlights of the day was the felicitation of winners of the inaugural Bharat Nivesh Young Minds Essay Competition, an initiative aimed at nurturing financial awareness among the youth. The nationwide competition received an overwhelming response from more than 5 lakh students across 2,500 schools, with participants from Grades 8–12 writing on the theme “Importance of Financial Literacy for a Viksit Bharat.” After a rigorous evaluation process, 80 students were declared winners for their outstanding essays, while 1,000 students were recognised with consolation prizes. To mark the initiative, SEBI Chairman released a Coffee Table Book featuring select essays, showcasing the voices, ideas, and aspirations of India’s next generation of investors.

Gracing the occasion, Shri Tuhin Kanta Pandey, Chairman, SEBI, said, “On AMFI’s 30th Foundation Day, we celebrate not just the growth of the mutual fund industry, but also the trust and confidence of millions of Indians who have embraced it as a pathway to their aspirations. Over the years, mutual funds have democratised access to markets, turning disciplined savings into a powerful engine of wealth creation. The journey ahead is about expanding this reach even further, especially to new geographies and first-time investors, while continuing to uphold the highest standards of transparency and investor protection. Our true measure of success will not be assets under management alone, but the trust under management, which remains the soul of this industry.”

Reflecting on AMFI’s journey and its future roadmap, Shri Venkat Chalasani, Chief Executive, AMFI, said: “For over three decades, AMFI has been dedicated to making mutual funds accessible to every Indian household. As we celebrate this milestone, our focus is on the future — deepening financial literacy, expanding distribution networks, and empowering individuals to become informed investors. The initiatives announced today mark a significant step towards our vision of making mutual funds the preferred savings option for millions more across the country, contributing meaningfully to the goal of a financially aware, self-reliant, and Viksit Bharat.”

Sharing his vision for the industry and the role of mutual funds in nation building, Shri Navneet Munot, Chairman, AMFI, said: “The 30th Foundation Day is not just an occasion to look back with pride, but to look ahead with purpose. India’s growth journey requires strong and well-informed retail participation, and mutual funds can play a transformative role in realising the vision of a Viksit Bharat. Through innovation, collaboration, and an unwavering focus on investor trust, AMFI will continue to drive financial inclusion at scale and nurture a stronger savings culture across the country.”

Reinforcing its commitment to financial literacy, AMFI announced strategic collaborations with leading educational institutions including IIM Bodh Gaya (Bihar), IIM Shillong (Meghalaya), IIM Visakhapatnam (Andhra Pradesh), and XIM University Bhubaneswar (Odisha). These partnerships aim to leverage academic expertise and institutional networks to spread financial literacy and carry the message of financial empowerment to every corner of the country.

The celebrations also featured the signing of an MoU with the Department of Posts to train one lakh postmen across India, enabling them to distribute mutual funds and extend financial access to even the most remote regions.

Another key highlight was the launch of AMFI’s White Paper on Retirement, offering a comprehensive perspective on strengthening India’s pension ecosystem. Recognising that a significant portion of India’s workforce remains outside formal retirement savings, the paper calls for coordinated action by regulators, policymakers, industry participants, and investors to encourage early and consistent long-term savings, ensuring financial security and dignity in retirement.

To expand investor awareness, AMFI unveiled a series of new investor education initiatives, including:

• ‘Nivesh Ka Sahi Kadam’ — engaging multi-lingual content in 13+ regional languages, distributed through TV, digital channels, and 30 on-ground investor camps across the country.
• ‘Bharat Nivesh Rail Yatra’ — a first-of-its-kind initiative to bring investor education onboard Vande Bharat trains, making financial literacy accessible on the move.

In line with its digital-first vision, AMFI also launched its revamped website, designed with stakeholder feedback and benchmarked against global standards. With intuitive navigation, multi-device compatibility, and A+ accessibility compliance, the new platform reflects AMFI’s commitment to transparency and inclusion, serving more than 5.5 crore investors and industry participants with comprehensive data and insights.

The Mutual Funds Sahi Hai website, India’s flagship investor education campaign, has also been completely redesigned, offering multi-lingual support, screen-reader compatibility, voice-enabled navigation, and curated content. This digital upgrade ensures that both first-time and seasoned investors have access to simpler, more intuitive resources to make informed investment decisions.

To recognise industry contributions, AMFI announced the second edition of its Partners in Excellence Program, dedicated to honouring Mutual Fund Intermediaries for their role in expanding the reach of mutual funds and fostering investor trust.

The 30th Foundation Day thus stood as not only a celebration of AMFI’s legacy, but also a commitment to the future one rooted in financial literacy, technological innovation, and investor empowerment to build a stronger and more financially inclusive India.

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With an impressive year-over-year investor addition trend of approximately 4 million new investors in FY23, 6.9 million in FY24, and 9.7 million in FY25, this landmark agreement will benefit.

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·         Activation themed “Shraddha Se Chale Rath, Anushasan Se Chale Nivesh” draws powerful parallels between faith and financial discipline

Bengaluru, 10th July 2025: The Association of Mutual Funds in India (AMFI), under its flagship investor awareness initiative Mutual Funds Sahi Hai, has launched a compelling on-ground campaign at the iconic Rath Yatra festival in Puri. The initiative, which began on 27^th June on the Jagannath Rath Yatra initiation and will run till 5^th July, intends to tap the large crowd into the spiritual and cultural significance of the Rath Yatra to drive deeper engagement and awareness around mutual fund investments, especially the disciplined approach through SIPs.

The thematic line – “Shraddha Se Chale Rath, Anushasan Se Chale Nivesh” – bridges the essence of faith and tradition with the importance of consistency and discipline in wealth creation through mutual funds. The centrepiece of the campaign is a visually captivating sand art installation of Lord Jagannath, symbolically integrated with the Mutual Funds Sahi Hai messaging.

Visitors to the installation are actively engaged through interactions with popular radio jockeys, who host real-time quiz contests around mutual fund concepts. Winners receive useful giveaways such as branded umbrellas, caps, and T-shirts. The activation also includes selfie kiosks and interactive zones to boost participation and recall which will help nudge the Rath Yatra participants to plan for investments.

Speaking on AMFI’s presence at the Rath Yatra, Navneet Munot, Chairman, AMFI, said, “India is not just a land of a billion people, but a land of a billion aspirations. AMFI’s campaign during the Rath Yatra festival is a step towards meeting those aspirations by taking the message of financial awareness and inclusion to the heart of Bharat. As lakhs of devotees come together in faith and celebration, it offers a powerful opportunity to engage with people where they are—physically and emotionally. This initiative reflects our belief that financial empowerment should not be the privilege of a few, but the right of every Indian. Even as we embrace technology and progress, we remain committed to ensuring that informed and disciplined investing becomes a way of life across every part of the country.”

Adding further, Venkat N Chalasani, Chief Executive, AMFI, said, “The Rath Yatra offers a unique opportunity to connect with lakhs of devotees in a culturally respectful and resonant way. We aim to engage families participating in the festival and encourage them to explore investment possibilities. Through innovative engagement formats and partnerships with trusted regional media, we aim to demystify mutual funds and empower people with the knowledge they need to make informed investment decisions.”

Further amplifying the campaign’s reach, LED vans branded with Mutual Funds Sahi Hai messaging are traversing key routes in Bhubaneswar and Cuttack to draw devotees’ footfall and attention. In parallel, a robust regional media engagement is amplifying awareness on the AMFI activations.

To ensure maximum visibility and engagement in the ongoing Jagannath Rath Yatra, the campaign is being strategically amplified across high-impact channels. Regional print media is leveraged with editorials and activation information capturing the attention of festival readers. Television audiences are being engaged through continuous live coverage and special Yatra-focused segments ensuring cultural connect. Radio activations are creating an energetic on-ground atmosphere, with frequent on-air mentions directly from the event. Simultaneously, digital platforms are driving audience participation through engaging posts, festive stories, and interactive selfie-tagging campaigns, encouraging real-time sharing and boosting the campaign’s reach. This multi-platform amplification is positioning the AMFI MFSH campaign as an integral part of the Rath Yatra experience.

AMFI’s participation in the Rath Yatra marks a meaningful step towards bringing investor education to the heart of communities. By aligning with a festival that draws millions, AMFI aims to build greater awareness about mutual fund investments in a culturally resonant and accessible way. Through this initiative, AMFI reaffirms its commitment to empowering every Indian with the knowledge to make informed financial decisions.

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•         Bringing financial inclusion to the dairy farmers of Gujarat – one of its kind financial awareness project

•         AMFI unveils the Vision Document for the Mutual Fund industry – ‘The mutual funds route to Viksit Bharat@2047 – underscoring the key actionables to achieve the vision of a developed India.

•         AMFI releases comprehensive report with Crisil presenting growth and development of the Indian mutual fund industry

Bengaluru, 3^rd March 2025: Association of Mutual Funds in India (AMFI) organised  its annual event – AMFI Mutual Fund Summit, where in the Policy makers, Industry leaders and Partners presented Industry’s best practices and shared the way forward the India that the leaders have envisaged and discussed the future of mutual fund investments and their role in shaping India’s economic growth. The Indian mutual fund industry is at a pivotal moment of transformation, with a strong focus on financial inclusion, digital innovation, and investor empowerment. The 2025 Summit saw key industry leaders, policymakers and dignitaries converged to encourage the sector to take the next leap of outreach.

Aligned with the vision of Viksit Bharat 2047, AMFI introduced a series of initiatives designed to expand access to mutual funds and enhance financial literacy across the country.

Farm to Financial Freedom Initiative

This program aims to introduce mutual fund investments to dairy farmers and rural communities. By providing financial literacy in their local language, digital accessibility, and creating awareness of Investor friendly investment solutions like mutual funds, the initiative seeks to integrate rural India into the formal financial ecosystem.

The Mutual Funds Route to Viksit Bharat @ 2047

AMFI’s vision document outlines the roadmap to growing the industry’s Assets Under Management (AUM) to $33( please check) trillion by 2047. It focuses on five key pillars: simplified accessibility, relevant product innovations, inclusivity, behavioral transformation, and last-mile connectivity. This initiative aims to make mutual funds the preferred investment choice for 26 crore Indians by 2047.

The Sahi Journey – Empowering Retail Investors

AMFI continues its efforts to democratize investment opportunities by enhancing financial literacy and simplifying investor journeys. With 90% of mutual fund transactions now digital, this initiative promotes AI-driven personalized investment journeys, vernacular investor education, and regional strategies to expand reach beyond metro cities and into Tier 2, Tier 3, and rural markets.

India’s mutual fund sector has seen exponential growth in recent years, with monthly SIP inflows surpassing ₹26,000 crore. The industry has made significant strides in democratizing investment opportunities, ensuring that even small-ticket investors have access to professional wealth management solutions. To further accelerate financial inclusion, AMFI has emphasized the need for regional strategies, vernacular investor education, and AI-driven investment journeys that cater to the diverse financial needs of Indians across urban and rural areas.

At the AMFI Mutual Fund Summit 2025, Shri Piyush Goyal, Hon’ble Minister of Commerce & Industry, launched the  Farm to Financial Freedom Initiative, Vision Document The Mutual Funds Route to Viksit Bharat @ 2047, and the AMFI Factbook. He  emphasised the importance of capital markets role in general and Mutual Funds in particular to achieve vision of Viksit Bharat by 2047.

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Bengaluru, 28 January 2025: The Association of Mutual Funds in India (AMFI) is making its presence felt at the Maha Kumbh 2025, where over 40 crore Indians are expected to visit. With a vision to spread financial literacy and educate millions of visitors about the benefits of Mutual Funds, AMFI’s campaign integrates innovative on-ground activities to ensure deep engagement.

Two specially designed buses have been stationed at high footfall areas, offering a unique experience where Kumbh visitors can watch engaging videos on the basics of mutual funds, participate in interactive quizzes, while re-charging their mobile phone at charging stations. People answering questions correctly are gifted a 12-year Hindu calendar, the Nivesh Panchang, highlighting auspicious days to start SIPs, making it a cherished keepsake.

A visually striking installation in the shape of a ‘kalash’, providing warm filtered water to visitors serves as another touchpoint for engagement. The ‘kalash’ carries messaging around SIP and how small savings can help to achieve dreams. To further strengthen its connection and help the crowd brave the cold, AMFI is distributing branded blankets to pilgrims housed in government-constructed tents, ensuring warmth and comfort while reinforcing its messaging around SIP. The initiatives not only focus on financial literacy but also keep in mind the need of the visitors in the cold weather thus building a strong brand connect and bridge the trust deficit.

Speaking about AMFI’s initiative at Maha Kumbh 2025, Navneet Munot, Chairman, AMFI, commented: “At AMFI, we are committed to empowering individuals with financial literacy. Our participation in Maha Kumbh is a meaningful step toward merging the essence of tradition with the opportunities of financial inclusion. Just as Kumbh symbolizes the confluence of culture and spirituality, mutual funds represent the confluence of faith and discipline—especially SIPs, which enable individuals and families to achieve their financial aspirations. We are honoured to bring this message to one of the world’s most iconic gatherings.”

Adding further, Venkat N Chalasani, Chief Executive, AMFI, said: ” The Maha Kumbh Mela allows us to connect with millions of people and create trust and recall by helping them understand the importance of financial planning and the role of mutual funds in achieving their life goals. Through innovative activations and culturally relevant messaging, we aim to empower individuals to take charge of their financial futures.”

Adding to the vibrancy, the “Sahi Hai Mandli” troupe, dressed in ‘Mutual Funds Sahi Hai’ branded attire, which rewards positive acts like conserving water or maintaining cleanliness, while energizing the atmosphere with a live jingle sung by the troupe which talks about developing a new good habit of investing in mutual funds through SIP. The Sahi Hai Mandli gives the Nivesh Panchang as the reward, driving home the messaging of SIP.

The campaign also extends beyond the Kumbh grounds with a 30-day Out-of-Home (OOH) campaign covering key locations in Prayagraj and Varanasi, including railway stations and airports. The Ganga Gomti Express, which plies daily between Prayagraj and Lucknow has been branded with ‘Mutual Funds Sahi Hai’ messaging. Collaborations with local channels like UP Tak will amplify visibility through exclusive stage programming, nukkad natak on mutual funds, live streams, and strategic content placements.

Through these initiatives at the Maha Kumbh Mela, AMFI aims to create awareness about Mutual Funds and lead to financial inclusion by blending financial literacy with cultural significance at this grand event.

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Bengaluru, 27^th January, 2025: In a significant move to foster bilateral collaboration, the Association of Mutual Funds in India (AMFI) and the Asosiasi Manajer Investasi Indonesia (AMII), the Indonesian Investment Managers Association have formalised an important step towards enhancing bilateral financial and economic best practises through cooperation by signing a Memorandum of Understanding (MoU) on January 25, 2025, in New Delhi, where a delegation of 12 top CEOs from Indonesia’s mutual fund industry accompanied the Indonesian President on his state visit to India. This partnership is set to strengthen the mutual fund sectors in both countries, enrich industry standards, and promote investor education and financial literacy, paving the way for a more dynamic, transparent, and globally integrated mutual fund ecosystem.

The MoU will create a platform for India and Indonesia to exchange best practices, insights, and strategies aimed at boosting the mutual fund industries. The partnership will cover understanding and need of broad spectrum of areas, including requirement for regulatory reforms, governance standards, essential investor protection steps, data analytics, research, product innovation, and risk management ensuring that both countries benefit from each other’s expertise and experiences.

As part of this historic event, AMFI hosted a Round Table for the visiting delegation of AMII, Indonesia, highlighting key aspects of the Indian economy’s growth story, opportunities in the mutual fund sector, and the pivotal role of technology in driving the capital markets. The round table also explored emerging opportunities at GIFT City and emphasized India’s leadership in financial innovation and governance.

The round table featured prominent speakers, including:

• Mr. Amitabh Kant, Sherpa, G20 and Former CEO of Niti Ayog
• Mr. Anuj Kumar, Managing Director, CAMS
• Mr. Hanif Mantiq, Chairman of AMII and CEO of Star AM, Indonesia
• Mr. Mohamad Oki Ramadhana, Commissioner of Indonesian Stock Exchange (IDX)
• Mr. Marsangap P Tamba, Chairman of APRDI and PWMII and Commissioner of PT Principal AM, Indonesia

On the momentous occasion, Mr. Navneet Munot, Chairman, AMFI commented “India’s collaboration with Indonesia aligns with the vision of Viksit Bharat 2047, set forth by Hon’ble Prime Minister Shri Narendra Modi, and Indonesia’s goal of achieving a developed economy by 2045, marking 100 years of their independence. This partnership resonates with India’s commitment to the leadership of the Global South, fostering economic collaboration and mutual growth. A strong capital market and a thriving asset management industry, as exemplified by the success of India’s mutual fund sector, will play a crucial role in achieving these milestones. This collaboration will lay the foundation for a sustainable and globally competitive mutual fund industry in both countries.”

Commenting further, Mr. Venkat Chalasani, Chief Executive, AMFI added “This collaboration signifies a crucial milestone in the growth of the mutual fund industry in both India and Indonesia. By working together, we are creating a unique opportunity to enhance understanding of market led financial industry, standards of governance, boost investor confidence, and drive innovation. This MoU will facilitate knowledge exchange between the two countries through the industry bodies”

The AMII delegation, which includes senior officials such as the Commissioner of the Indonesian Stock Exchange, the Chairman of AMII, and top leaders from Indonesia’s asset management sector, will engage in discussions that promise to be instrumental in shaping the future of mutual funds in both countries. Through focused deliberations on industry governance, innovation, and operational excellence, the MoU will lay down a blueprint for progressive, cross-border cooperation.

Mr. Hanif Mantiq, Chairman of AMII, emphasized, “This is a pivotal moment in the global mutual fund landscape. By learning from each other’s regulatory frameworks and governance structures, we will be able to offer our investors greater security and innovation in the years to come. The collaboration with AMFI will serve as a model for strengthening the bond between the financial sectors of emerging markets.”

The initiatives under this collaboration will include workshops, research, and capacity-building activities designed to educate and empower investors in both India and Indonesia, thus promoting responsible investment practices.

The MoU between AMFI and AMII will also establish working groups to focus on key areas of mutual interest. These groups will drive initiatives and conduct regular reviews to assess the partnership’s progress, ensuring that the collaboration remains relevant and impactful for both nations. The partnership will serve as a gateway for further expansion, potentially leading to deeper ties between the two countries’ financial markets.

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