Purpose was framed by knowing the pitfalls in the industry. The mutual fund category itself is quite a complex world to deal with. Inspite of a high surplus income, most Indian consumers lack the basic awareness of mutual funds – its mechanics and benefits. So the need of the hour was to educate consumers about the category and present the world of mutual funds in a manner that’s easy to understand. We firmly believed that this way, consumers will be empowered to choose and invest in the right fund and make investing in mutual funds a habit.