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The growth in mutual fund investments is an uncontestable and an inspiring growth story for anyone to give a start to their investment journey. However, despite its growth trajectory, Mutual Fund as a category has a large, white-spaced headroom for growth. The industry is collectively trying to educate prospective and active investors to espouse this product and create long term wealth by increasing the persistency of their investments.

In order to accentuate its Investor Education efforts, Tata Asset Management Private Limited, has created an aggregator for its investor education program. Desh Kare Nivesh is a point of convergence to educate oneself about the growing investor community, to know about investing and get nudged on when to invest.

Thesis of The Aggregation

The thesis of Desh Kare Nivesh is that facts backed by numbers and relatable stories of ‘people like-me’ help prospective buyers evaluate categories. The numbers underline the confidence of growth and act as a dose of reassurance. The stories attempt to stir a feeling of belonging and hence the need to become a part of the community. There are 3 components to this unique initiative:-

1. Who is investing? Show-cased by the numbers.
2. What can I learn? Show-cased by a juxtaposition of stories
3. When can I invest?   Show-casing moments to invest.

Data – The Fuel – Who is investing?

The primary fuel for the idea of Desh Kare Nivesh, is the growing number of Mutual Fund Investors. Interesting stats around how investments in the MF industry are growing is the opening pitch or the core of this education. https://www.tatamutualfund.com/deshkarenivesh show cases different data points in a visually understandable manner. The interactive charts and graphs cover:-

• Nivesh Numbers Story
• How is India Investing?
• What about the investing patterns of Bharat?
• How do the Youth Invest?
• How are women shaping their future through investments?
• What are the priorities of the diaspora from different age groups?
• How are Investors from Different States of our Desh Contributing to MF Investments?

The data is powered by the periodic releases made by industry sources.

Stories of Deshwasis – What Can I learn?

These numbers are surrounded by stories of Suppandi, Prof. Simply Simple, Vivek & Mahek – a Millinenal couple, IshqBhi Risk Bhi – a Podcast which gives a flavour of Gen Z romance and how investments have a role to play when it comes to taking risks – in love and investing! Call it soft power to hard facts.

When can I invest?

In addition to how to invest, for what to invest, Desh Kare Nivesh goes a step further to create nudge moments for investments. Any moment of joy can be a moment to invest. For instance, the last evening before the end of a vacation can be the start of the next investments OR the first day of school can be the beginning of a resolve to invest for the next 10-12 years.

Essentially, Desh Kare Nivesh initiative attempts to reorient investments from being a destination (will do for something OR will do at some time) to making investments a part of memorable everyday moments as one journeys life.

Left and Right Brain Appeal

“Desh Kare Nivesh will appeal to the Left Brained - Logic and Data Driven and the Right Brained - those who learn from stories. Every type of individual featured in the iconic song ‘Mile Sur MeraTumhara…’, which used to air on Doordarshan, is the audience for this educative campaign, says M.V.S.Murthy, Head – Marketing, Digital & Corporate Communications, Tata Asset Management Pvt. Ltd.”

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