The reasoning is written down
Every suggestion comes with a reason, in writing. If we cannot write it down, it is not a good enough reason.
About us
We are a small firm in Mumbai. Two of us, with more than 15 years in the market between us. You will deal with us directly.
Investing in India has never been easier. Getting a straight answer about it has never been harder.
We sell mutual funds and help you trade. Ordinary work. We just do it with the reasons written down and the costs shown up front.
That should be normal. It often is not.
We started the firm after having the same conversation over and over. Friends had money going out every month and no idea what it was doing, or why that product was picked.
Nobody had been cheated. They had just never been told why. Explaining takes longer than selling, so most people skip it. We do not.
The team
You will know both of us
More than 15+ years in the market between us. No account managers, no call queue. The people who write your plan are the people who answer the phone.
We keep it small on purpose. We would rather know fifty clients well than five hundred badly.
- Direct access. You deal with the people doing the work, not a relationship manager relaying messages.
- Continuity. The same two people over years, so nobody has to re-explain their situation to a new face.
- Qualified and registered. We hold the AMFI registration and authorised person credentials set out at the foot of this page.
- Deliberately small. We take on clients at a pace that lets us keep the service level we promised.
How we work
Four things we promise
If we break one, tell us.
The conflicts are named
Different funds pay us different commission. We tell you what ours is before you invest, and you can push back.
No returns are promised
We can show you projections, clearly labelled as projections. Anyone promising you a guaranteed market return is wrong or lying.
You keep control
Every account stays in your name. We never hold your money, and we never trade without your say-so.
Plain terms
What we are, and are not
These words get used loosely in this industry. They decide what we are allowed to do for you, so here they are plainly.
| We are | We are not |
|---|---|
| An AMFI-registered mutual fund distributor | A SEBI Registered Investment Adviser |
| An authorised person for market execution | A stock broker holding your funds or securities |
| Paid by asset managers through scheme commission | Charging you a separate advisory fee |
| Able to help you plan and execute | Able to sell you research, tips or trading signals |
| Acting only on your instruction | Managing a discretionary portfolio on your behalf |
Come and check
Thirty minutes. Bring what you own and ask us anything.