AMFI announces a slew of investor education initiatives to deepen
mutual fund participation across India
AMFI joins hands with NISM, Sa-Dhan, Pinkathon, and introduces Bharat
Nivesh Mela to expand financial awareness, strengthen trust and enable wider
participation
Mumbai, 21 August
2026: The Association of Mutual Funds in India
(AMFI), at its 31st foundation day held in Mumbai today, announced a
slew of investor education initiatives under its flagship ‘Mutual Funds Sahi
Hai’ umbrella. The initiatives are aimed at expanding awareness and
participation across diverse segments, including women, first-time investors,
households in smaller towns and cities, members of Self-Help Groups and
microfinance communities, while strengthening professionalism and ethical
standards within the mutual fund distribution ecosystem.
The
initiatives were announced in the presence of Shri Tuhin Kanta Pandey,
Chairman, SEBI; Shri Amarjeet Singh, Whole-Time Member, SEBI; Shri Manoj Kumar,
Executive Director, SEBI; Shri Sundeep Sikka, Chairman, AMFI; and Shri Venkat
N. Chalasani, Chief Executive, AMFI, along with members of the AMFI Board, AMC
CEOs and senior industry representatives.
The
initiatives form part of AMFI’s broader endeavour to take investor education
beyond traditional segments and geographies, with a focus on making investing
simple, accessible and relevant to everyday financial needs.
“Speaking on
the occasion, Shri Tuhin Kanta Pandey, Chairman, SEBI, highlighted the
role of mutual funds, stating, “Mutual funds perform a dual role - helping
households participate in India’s growth and channelling their savings into the
productive economy.”
On fiduciary
responsibility, he said, “The mutual fund industry manages public money, which
brings with it a special fiduciary responsibility. As the industry grows in
scale and complexity, governance and oversight must keep pace.”
Emphasising
deeper participation, he stated, “The next generation of investors will
increasingly come from smaller towns, first-time investors and
under-represented segments. Products, distribution and communication must adapt
accordingly.”
He also
commended AMFI’s ‘Mutual Funds Sahi Hai’ campaign and its support for Project
Jagrook, SEBI’s nationwide investor awareness campaign.”
Speaking on
the occasion, Mr. Sundeep Sikka, Chairman, AMFI, said, “The growth of
the mutual fund industry has been supported by a growing culture of disciplined
and long-term investing. The opportunity now is to take this progress to a
wider section of the country by strengthening investor awareness, expanding
access and building greater confidence among first-time and underserved investors.
The initiatives announced today are designed to take investor education closer
to communities, smaller cities, women and young investors, while also
strengthening the standards that underpin trust in the mutual fund ecosystem.”
Speaking on
the occasion, Mr. Venkat N. Chalasani, Chief Executive, AMFI, said, “These
initiatives share a common objective expanding access, deepening understanding
and strengthening confidence in mutual funds across India. For mutual funds to
become truly relevant to every household, investing must be simple, accessible,
trustworthy and aligned with everyday financial needs. Our partnerships with
institutions across communities, cities and the distribution ecosystem are
aimed at taking investor education closer to where people live, work and make
financial decisions.”
He further
added, “Distributors remain central to taking mutual funds deeper into
India. Growth without trust is neither sustainable nor desirable. Strengthening
professionalism, ethics and responsible conduct across the distribution
ecosystem is therefore as important as expanding investor participation.”
The
initiatives announced at the foundation day reflect AMFI’s continued focus on
broadening participation in mutual funds by combining investor education,
financial inclusion, women’s financial awareness, grassroots outreach and
stronger industry standards under the ‘Mutual Funds Sahi Hai’ umbrella.
As household
participation in capital markets continues to grow, AMFI remains focused on
enabling more Indians to participate in India’s growth story with greater
knowledge, confidence and trust.
AMFI–NISM:
Strengthening professional and ethical standards among mutual fund distributors
AMFI has
joined hands with the National Institute of Securities Markets (NISM) to
strengthen professionalism and ethical standards across the mutual fund
distribution ecosystem. Building on the successful pilot workshops conducted at
NISM, Vashi, the programme will conduct approximately 20 workshops across 10–12
major cities, covering around 10,000 mutual fund distributors (MFDs) over the
next 12 months.
The workshops
will focus on fiduciary responsibility, ethics, compliance, prevention of
mis-selling and churning, data privacy and business succession, with the
objective of strengthening investor trust and responsible conduct across the
distribution ecosystem.
The
Memorandum of agreement was formalised in the presence of Shri Sashi Krishnan,
Director, NISM.
AMFI–Sa-Dhan:
From micro borrowers to micro savers and micro investors
AMFI has
joined hands with Sa-Dhan, an RBI-recognised Self-Regulatory Organisation (SRO)
for the microfinance sector, to take investor education to Self-Help Group
(SHG) members and microfinance borrowers.
The
initiative will conduct 500 Investor Awareness Programmes across five states,
reaching approximately 25,000 participants, and will create a network of 100
‘Nivesh Sakhis’ who will serve as trusted first points of interaction for
mutual fund awareness and responsible investing.
The
initiative seeks to build awareness around systematic savings and informed
investing among low-income households, supporting their journey from
micro-borrowers to micro-savers and micro-investors.
The
Memorandum of Understanding was signed in the presence of Shri Kiran Kumar,
Treasurer and Director, Sa-Dhan.
Bharat Nivesh
Mela: Taking investor education beyond the major cities
AMFI
announced the Bharat Nivesh Mela, an experiential investor education initiative
designed to take financial awareness beyond the major cities and into Tier-II
and Tier-III markets.
The
initiative will use interactive formats to simplify concepts such as SIPs, the
power of compounding, asset allocation, market volatility and fraud prevention.
The Mela will feature interactive games, expert consultations, Investor
Awareness Programmes, cultural activities, and dedicated family and children’s
zones.
The programme
will be piloted across five cities during World Investor Week, with further
expansion based on learnings from the pilot.
Mutual Funds
Sahi Hai–Pinkathon: Advancing women’s financial awareness
AMFI has
joined hands with Pinkathon, AMFI has joined hands with Pinkathon, India’s
biggest women’s run, spearheaded by renowned athlete and fitness advocate Mr.
Milind Soman, to integrate financial awareness and financial wellbeing into its
women-centric community.
The
association will cover the Pinkathon City Marathon Series across 15 cities and
Pinkathon Day across 52 cities, with financial awareness activations integrated
into the events.
The
initiative seeks to encourage women to take greater ownership of their
financial goals and investment decisions and strengthen their participation in
the formal investment ecosystem.
AMFI-Crisil
Fact Book 2025-26: Strengthening knowledge and transparency
AMFI also
launched the latest edition of the AMFI-Crisil Fact Book 2025-26, providing a
data-led overview of the evolution and growth of the Indian mutual fund
industry.
The Fact Book
captures key trends shaping the industry, including the changing profile of
Indian mutual fund investors, growing participation by women, the expansion of
SIPs and the increasing penetration of mutual funds across geographies. It
provides a consolidated reference point on the industry’s growing role in
household participation in India’s capital markets.
The Fact Book
was released in the presence of Ms. Priti Arora, President – Global Capability
Centre, CRISIL.
About AMFI:
AMFI was
incorporated on August 22, 1995, as a non-profit organisation. As of now, all
asset management companies that are registered with SEBI, are its members. The
Association of Mutual Funds in India (AMFI) is dedicated to developing the
Indian Mutual Fund Industry on professional, healthy, and ethical lines and to
enhance and maintain standards in all areas with a view to protecting and
promoting the interests of mutual funds and their unit holders. AMFI, the
association of SEBI registered mutual funds in India of all the registered
Asset Management Companies, was incorporated on August 22, 1995, as a
non-profit organisation.
