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Under the ‘Mutual Funds Sahi Hai’ initiative by AMFI (Association of Mutual Funds in India) Mirum has conceptualised and produced a series of interview sessions, “Money Matters for Her” with leading businesswomen from the BFSI sector.  

Every March brings with it the anxiety of tax deductions and the celebration of Women’s day. At Mutual Funds Sahi Hai, they decided to combine the two.

The idea of “Money Matters for Her” was inspired by the changing demographic in the financial industry where women are emerging as a new large investor base. 

Today women are becoming financially independent, but when it comes to investing, the decisions are still left to the men of the house. While the number of women investors has increased in the past couple of years, many women still feel unsure about investing. They hesitate to take the decision because they are afraid of failing. 

The organisation believes that when women talk, women listen. For “Money Matters for Her”, it invited women pioneers from the world of finance, who have carved a niche for themselves. 

While Lakshmi Iyer - CIO (Debt) and Head Product, Kotak Mahindra Asset Management Co. Ltd, delivered her mantra through a Bollywood dialogue, Meghna Gupta – Head, Human Resource at Axis Mutual Fund, spoke about her first SIP, and Shyamali Basu - Executive Vice-President and Head – Products, Training and Marketing at HDFC AMC, dismissed the idea that money favours a gender.

With the memories of their first investment came the lessons from their financial journey which were well conveyed by Radhika Gupta - MD and CEO, Edelweiss AMC and Vice-Chairperson - AMFI; and Sunaina da Cunha - Co-Head Fixed Income (Credit) at Aditya Birla Sun Life AMC Limited.

“Money Matters for Her” initiated the conversations that impact women every day of their lives.

NS Venkatesh, Chief Executive, AMFI, said, “The sessions were precisely crafted to communicate the importance of investment to women who might hesitate to invest. When they hear the journeys of our industry’s women leaders, they would be inspired to.”

Naila Patel, Executive Creative Director, Mirum, added, “There is a gap between women and financial literacy. The initiative is meant to bridge the gap and reach the women who earn or save but hesitate to invest. The interview series is the first step towards a financial revolution that is spearheaded by women.”

Looking at the response the campaign has received, AMFI is looking forward to continuing the series till it reaches every household.

Episode 1 with Lakshmi Iyer, CIO (Debt) and Head Product, Kotak Mahindra Asset Management Co. Ltd 

Episode 2 with Meghna Gupta, Head, Human Resource at Axis Mutual Fund

Episode 3 with Shyamali Basu, Executive Vice President & Head – Products, Training & Marketing at HDFC AMC

Episode 4 with Radhika Gupta, MD & CEO, Edelweiss AMC & Vice Chairperson - AMFI

  Episode 5 with Sunaina da Cunha, Co-Head Fixed Income (Credit) at Aditya Birla Sun Life AMC Limited


NS Venkatesh - Chief Executive – Association of Mutual Funds in India

Punit Dharamsi – Senior Vice-President – Marketing and Investor Education

Mamtha Vaidya – Assistant Vice-President – Marketing and Investor Education

Mirum India 

Creative Team:
Naila Patel (Executive Creative Director)
Kishor Shembekar (Senior Creative Director)
Siddharth Mehta (Group Head)
Guni Vats (Copywriter)
Dikshit Cherwoo (Designer)
Nilesha Dalvi (Visualizer)
Karan Vazirani (Head - Video Production)
Hrishikesh Kotkar (Senior Video Editor)

Planning and Servicing Team:
Mohit Ahuja (Director - Brand Strategy and Client Services)
Priyanka Sharma (Associate Group Head - Brand Management)
Jeel Gala (Senior Executive – Brand Management) 
Sanchari Roy (Assistant Manager - Brand Management