By marketing Index Funds in a “Ready-to-Invest” Fund box, IDFC Mutual Fund’s most recent investor awareness campaign to promote Index Funds exhibits some out-of-the-box thinking. By following the underlying Index, Index Funds are presented as an investment vehicle that is ready for savers to begin their investing adventure. In order to send the Ready-to-Invest Fund box with their delivery in Mumbai, Delhi, and Bangalore, IDFC Mutual Fund teamed with the online food ordering and delivery platform, Swiggy.
Additionally, the boxes are provided on the Mumbai-Ahmedabad Tejas Express, the Delhi-Chandigarh Shatabdi Express, and the Delhi-Lucknow Shatabdi Express. Three lakh boxes of ready-to-invest funds were provided in total. The campaign’s goal is to increase public awareness of index funds, which offer a straightforward and efficient method for making investments.
India has more than 50 billion permanent account numbers (PANs) for income tax purposes, yet only 2.2 billion people invest in mutual funds. Making mutual funds a topic of conversation at the dinner table was the initiative’s main goal in order to increase top-of-mind memory.
Even before COVID-19 hit, Index Funds experienced steady inflows over the previous two to three years, and they even helped investors increase their wealth. Do-It-Yourself (DIY) investors drove a significant portion of this inflow, and as the markets rose, these investors benefited. However, many retail investors missed the initial wave since Index Funds are not actively advertised by all AMCs and Financial Advisors as they should be.
According to IDFC Mutual Fund, there is still time for retail investors to join the adventure as the India growth story is expected to continue in the long run. In order to prevent retail investors from passing up the chance to participate in index funds, even if it is only a modest amount, IDFC Mutual Fund believes that this is the appropriate time to raise awareness about index funds and inform them of what the fund can provide.