AMFI Announces Nationwide Investor Awareness Initiatives to Expand Mutual Fund Reach

The Association of Mutual Funds in India (AMFI) has announced a series of investor awareness initiatives under its “Mutual Funds Sahi Hai” campaign during its 31st Foundation Day in Mumbai. The initiatives aim to broaden participation across women, first-time investors, families in smaller towns, Self-Help Groups (SHGs), and microfinance communities while strengthening professional standards and ethical norms in mutual fund distribution.

The announcements were made in the presence of SEBI Chairman Tuhin Kanta Pandey, SEBI whole-time member Amarjeet Singh, SEBI Executive Director Manoj Kumar, AMFI Chairman Sundeep Sikka, and AMFI Chief Executive Venkat N. Chalasani.

Key Partnerships and Initiatives
AMFI and NISM Collaboration: To strengthen professionalism and ethics in distribution, AMFI partnered with the National Institute of Securities Markets (NISM). Over the next 12 months, approximately 20 workshops will be conducted across 10 to 12 major cities to train around 10,000 Mutual Fund Distributors (MFDs) focusing on fiduciary responsibility, ethics, compliance, curbing mis-selling and churning, data security, and business succession planning.

AMFI and Sa-Dhan Partnership: To drive awareness among SHG members and microfinance borrowers, AMFI partnered with RBI-recognized Self-Regulatory Organization Sa-Dhan. The initiative will conduct 500 Investor Awareness Programs across five states, reaching around 25,000 individuals, and establish a network of 100 “Nivesh Sakhis” to help low-income households transition from small borrowers to small savers and investors.

Bharat Nivesh Mela: AMFI announced an experiential investor awareness initiative designed for Tier-2 and Tier-3 markets to make concepts like SIPs, compounding, asset allocation, market volatility, and fraud prevention easily understandable through interactive zones, expert consultations, and workshops. It will be piloted in five cities during World Investor Week.

Mutual Funds Sahi Hai–Pinkathon Partnership: To drive financial literacy among women, AMFI partnered with India’s largest women’s run, Pinkathon, led by Milind Soman, integrating financial literacy sessions into city marathon series across 15 cities and Pinkathon Day events across 52 cities.

AMFI-CRISIL Fact Book 2025-26: AMFI released the latest edition of the Fact Book in the presence of CRISIL President Preeti Arora, capturing the evolution of the Indian mutual fund industry, shifting investor demographics, rising women participation, and the expansion of SIPs.