We recognize that every individual or corporate has different needs and our portfolios should be built to meet those needs. We spend time with you to understand your situation before we build your investment portfolio. We, also, rely on our proprietary ‘risk profiling’ process to help us determine the combination of mutual funds across asset classes which would be most effective in helping you achieve your goals, while being in line with your attitude towards risk.

How are the mutual funds selected?

The funds we recommend in your portfolio are picked through a rigourous selection process. We look for stable, reasonably sized mutual fund companies. From these companies, our fund analysis team short-lists funds in each category based on risk, returns and consistency. We also look at the size of the fund, expense ratio and other parameters.

Our investment experts personally meet the fund managers of the short-listed funds to understand their investment strategy better. The funds are, then, selected keeping in mind the state of the economy to make sure that you have the best funds for the future and not the best funds from the past.We review the funds regularly based on both internal factors like a change in the fund manager and external factors like market cycles.

We are registered as a distributor of mutual funds with Association of Mutual Funds in India (AMFI) and our ARN Number is 4193.


We have tried to answer some questions commonly asked by new investors. We’d love to discuss any of this (and more) with you in greater detail.

Investing with us

All investments made through us are made entirely in your name. The money goes directly to the selected Mutual fund scheme from your account. Only you can authorize transactions in your investment account, unless you want us to operate via a Power of Attorney.

We can process your redemption at your discretion. Generally, the withdrawn amounts get credited in one (t+1) business day for debt funds and three (t+3) business days for equity funds.

Some funds might have exit loads for a specific period of time (usually in the range of 1% if withdrawn within 1 year).We will, of course, optimise all your transactions to ensure that exit loads and tax implications are minimized.

There are absolutely no charges involved in investing through us. But as a distributor of mutual funds, we get a small brokerage from the mutual fund companies.

We make sure that confidential information pertaining to your account and investments are never compromised.

More about mutual funds

An equity mutual fund invests primarily (65% or above) in stocks. Equity funds are principally categorized based on the market capitalisation of the stocks they hold and the investment style of the fund manager.

Equity funds sold within one year of purchase are taxed at 15%. For equity funds sold after one year of purchase, profit generated in excess of Rs.1 lakh from all equity investments will be taxed at 10%.

A debt fund invests primarily (65% or above) in fixed income products. A debt fund may invest in short-term or long-term bonds, securitized products, money market instruments or floating rate bonds.

As per the current Income Tax laws, any profit generated through debt funds are taxed at 20% after indexation after three year. Before three years they are taxed at your income tax slab rate. This tax treatment is what makes debt funds superior to bank FDs.

Tax payments are adjusted based on a price index in order to maintain the purchasing power after inflation. Indexation is applicable for debt mutual funds, if the holding period is more than 3 years. This helps reduce the tax burden.
For example, you invest Rs.1,00,000 in a debt fund in January 2014 at a NAV of Rs.10. And redeem all of it in July 2017 when the NAV is Rs.13.5. The value of your investment is therefore Rs.1,35,000. However, since your investment is long term (more than 36 months) the entire gain of Rs.35,000 will not be taxed under long term capital gains.
With Indexation, your cost of purchase will be adjusted as per the Cost Inflation Index chart values. In case of the above example, cost of purchase becomesRs.1,00,000 × 272⁄220= Rs.1,23,636. Thus, the long term capital gains will be Rs.11364.

ELSS funds are diversified equity mutual funds which qualify for tax exemption under Section 80C of Income Tax Act 1961. Higher potential returns along with the lowest lock-in period of three years compared to other 80C instruments like PPF, NPS, NSC, etc makes it a great option.

An SIP is a method of investing in mutual funds on a regular basis. The investment amount will be debited from your bank account every month, and invested into a set of mutual funds.
SIPs help in averaging out your costs over the long term. You won’t have to worry about timing the markets.

Failing to make a monthly payment will not result in any charges or penalties from us or your AMCs/Mutual Fund Company. However, you should check with your bank if there are any charges for failed mandate payments. We can discuss and make additional investments later to help you stay on track towards your goal.