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Following its entry into the mutual fund space with the launch of the Abakkus Flexi Cap Fund, Abakkus Mutual Fund has rolled out its new social media campaign, “Believe in the Basics,” showcasing the brand’s core investment philosophy.

The campaign draws inspiration from the squirrel, the Abakkus Group’s mascot, portraying how it listens closely to signals from nature and acts with purpose rather than impulse. Season by season, the squirrel plans ahead, remains composed during uncertainty, and survives not through luck, but through discipline, learning and adaptation. It symbolises agility, balance and steady accumulation.

Campaign Link: Nature has a rhythm of its own. - Campaign by Abakkus MF

These qualities are central to the Abakkus Group’s legacy and form the foundation of its approach to mutual fund investing. Like the squirrel, the fund house believes that wealth is built through patience, rigorous research and a disciplined process that does not waver with market volatility.

This philosophy is further reflected in the name Abakkus, derived from the abacus, one of the simplest tools used to learn counting. The abacus symbolises the company’s emphasis on fundamentals that endure across market cycles and form the building blocks of long-term value creation.

Vaiibhavv Chugh, Chief Executive Officer, Abakkus Investment Managers Private Limited, said, “Much like the squirrel, our brand’s mascot, we seek to remain patient, adaptable and purpose-driven—preparing for market cycles rather than predicting them, and building wealth for our customers thoughtfully over time through discipline and resilience. This ‘Believe in the Basics’ philosophy is embedded in our in-house MEETS investment framework, which focuses on Management pedigree and track record, Earnings quality and the ability of companies to multiply profits, Events/Trends that affect or disrupt operations, Timing of investment at reasonable pricing and Structural aspects like size of the opportunity and competitive positioning. While these parameters may appear simple and ‘boring,’ we firmly believe that boring creates value.”

The New Fund Offer (NFO) for the Abakkus Flexi Cap Fund opened on December 8, 2025 and will close on December 22, 2025. Over the next one year, Abakkus Mutual Fund plans to expand its product suite across core segments in various schemes and categories.

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