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At the Cafemutual Ideas Fest 2025 (CIF 25), Kolkata MFD CA Vinita Kejriwal received the prestigious Sanjeevani award in the 'Shakti' category for her exemplary work to educate women investors in India.
Rohit Mattoo, Head – Retail Sales, Axis Mutual Fund and Prem Khatri, Founder & CEO, Cafemutual presented the Sanjeevani awards to recognize MFDs/RIAs who have become 'Sanjeevani' for their clients by helping them achieve financial goals and overcome difficult life situations. The awards also recognised efforts of MFDs who have created a big difference in life of investors.
Vinita started her career in 2005 with HDFC AMC, where she worked until 2012, when she began her independent practice in 2015, starting from scratch. Today, she manages an AUM of Rs. 350 crore across 800+ families, with an additional Rs. 50-75 crore in PMS. About 20% of her clients are women who were brought into the investment fold by her.
Cafemutual spoke with Vinita to understand how she has managed to woo women clients so successfully.
Create supportive spaces for women
Vinita has created "Nivesh Sakhi," a community where women investors can discuss financial topics comfortably. This helps hesitant women step forward and start investing. The community approach allows women to share experiences and seek guidance without hesitation on WhatsApp.
Her team manages the content and information shared in the community according to a planned calendar. They regularly ask members what topics they want to discuss.
Though participation was a challenge in the early stages, Vinita remained determined. "Initial times are really difficult for any business or initiative. Later, once you pick it up, the multiplier effect comes," she explains.
For community growth, Vinita ensures all her events and social media posts mention the community with group links, making it easier for interested women to join. She plans to expand beyond WhatsApp by organizing physical events.
Plan multiple follow-ups for women investors
Vinita notes that getting women investors on board is challenging and requires persistence. "At some point, people give up. You have to maintain momentum and keep putting in hard effort to stay connected," she advises.
MFDs should focus on creating comfort and companionship so women feel safe asking even basic questions. "Women to women, communication becomes easier. For male MFDs, building that extra confidence is important," she suggests.
MFDs should be using simple language to explain investment products. She avoids complicated terminology to make concepts more accessible.
Vinita regularly organizes workshops and events to keep women engaged with financial topics. She shares content that women can easily relate to like real life stories of how women manage their money.
Focus on emerging investor segments like Gen Z
Beyond women investors, Vinita identifies Gen Z as another segment needing focus. She adapted her approach to Gen Z by becoming active on social media platforms like Instagram.
"When you talk to Gen Z, rather than exchanging email IDs, they want your Instagram handle," she explains. She started her social media presence specifically to connect with younger investors.
Vinita has observed differences between women investors across age groups. Women investors in the 30-45 age group have a balanced approach to investing with clear goals and tend to be loyal, long-term investors. Younger women are more decisive about starting their investment journey. These younger investors rely on digital presence to establish trust before committing to investments, often checking social media profiles and online presence.