Axis Mutual Fund has launched its new digital campaign called ShuruaatSIPse with an aim to educate investors about the importance of SIPs to meet financial goals.
The digital campaign encourages people to start their investment journey with SIP in mutual funds. The campaign says that investing regularly through the SIP route not only mitigates the fear of ‘right market timing’ but also help investors stay away from any emotional biases.
Chandresh Kumar Nigam, MD & CEO, Axis AMC said, “The journey to every new goal begins with taking the first step in the right direction. Similarly, for financial wellness, you need one step towards responsible investing—and it need not be a big step. It can be a tiny step, one that you are comfortable with. The important thing is to start, stay focused and adopt a disciplined and systematic approach. Through the campaign, we are hoping that investors understand the importance of starting the investment journey with a SIP.”
Further, Axis MF has revamped its mobile application to include features like adding multiple investments in the cart and switching schemes. The app also enables investments through UPI and receives top-ups and gives access to NAVs and account statements.
From April 2020 onwards, investments from the app have grown at a rate of 30% month-on-month. Apart from this, the app contributes around 23% (as on September 2020) of the new direct investment inflows.
