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.

The post AMFI at 30: Announces Landmark Initiatives to Deepen Financial Literacy, Expand Reach, and Secure India’s Retirement Future appeared first on newsmantra.in l Latest news on Politics, World, Bollywood, Sports, Delhi, Jammu & Kashmir, Trending news | News Mantra.

·         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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