Bengaluru: Wealth management platform FundsIndia has launched ‘Sahi Guidance. Sahi Balance.’, a new integrated brand campaign aimed at highlighting the importance of investment guidance as retail participation in India’s capital markets continues to grow.
The campaign builds on the mutual fund industry’s investor awareness messaging around “Mutual Funds Sahi Hai” and seeks to encourage informed financial decision-making by emphasising the role of guidance in achieving long-term investment goals.
Designed as an integrated communication programme, the campaign features a social experiment inspired by real investor behaviour to illustrate how behavioural biases, emotional investing and information overload can influence financial decisions. It promotes disciplined investing, goal-based financial planning and the value of trusted investment guidance.
FundsIndia said its analysis of more than 15,000 investor interactions and a review of investor portfolios identified recurring behavioural patterns among investors, including chasing recent fund performance, relying on social media and market tips, attempting to time the market, frequently switching funds, over-diversifying portfolios, modifying SIP contributions during periods of market volatility and investing without clearly defined financial goals.
The campaign comes against the backdrop of continued growth in India’s mutual fund industry. According to the latest data from the Association of Mutual Funds in India (AMFI), equity mutual funds recorded positive net inflows for the 63rd consecutive month in May 2026, while systematic investment plan (SIP) contributions reached ₹30,954 crore and the industry’s total folio count rose to 27.65 crore.
Commenting on the launch of the campaign, Akshay Sapru, Group CEO, FundsIndia, said, “India’s investment landscape has undergone a remarkable transformation over the past decade, with greater awareness, wider access and increasing retail participation. As the ecosystem matures, the focus must now expand from enabling more people to invest to also helping them invest better. Long-term wealth creation is driven not by reacting to market noise, but by disciplined investing, informed decision-making and staying committed to financial goals. Through ‘Sahi Guidance. Sahi Balance.’, we hope to encourage investors to appreciate the value of guidance in navigating an increasingly complex investment landscape.”
FundsIndia said the campaign aims to encourage conversations around goal-based investing, asset allocation and staying invested through market cycles. The initiative is being rolled out across digital and social media platforms as part of the company’s efforts to promote guided investing in an increasingly information-rich investment environment.
